International Marketing Director, ViewRanger


It's amazing. Helping bring augmented reality to the outdoors. Stay tuned: viewranger.com

Marketing Director, Trimble Outdoors

2010 - 2016

• Directed the marketing strategy and budget for the now-defunct Trimble Outdoors, a Trimble (NASDAQ: TRMB; $2.2bn) business that developed top-ranking GPS mobile apps and maps for outdoor enthusiasts.

• Managed e-comm and app store marketing programs (85% of sales)

• Tracked key indicators like cost per acquisition, free-to-paid conversions, active users, and retention rates

• Led the digital marketing strategies: conversion funnels, content marketing, email, search, customer acquisition, data analytics

• Managed in-house ad campaigns and work with third-party ad agencies

• Directed and edited marcom collateral (product info, packaging, training guides)

• Managed marketing team (designer, associates, subject experts), and worked closely with global engineering team, product team, and customer support

• Worked with freelance PR team on product pitches to media and influencers

• Organized tradeshows and retail shows

Map Editor/Project Manager, Active Interest Media


• Managed award-winning staff and regional contributors

• Collaborated with engineers and coders to ensure content met technical parameters for popular GPS units, mobile phones, and websites

• Analyzed customer trends, traffic, and competitors

• Developed strategic plans and tactics with executives and key partners

• Blueprinted new projects, managed timelines, and tested user interfaces

• Managed department budget and produced ongoing status reports

• Worked with magazine editors to create and cross-promote content across multiple channels (print, web, video, social)

Founder/Managing Director, Adventure Anywhere


• Launched profitable tech business to collect user-generated GPS trail data and field notes for hiking and cycling routes. The info was edited and formatted for print publications, websites, and mobile devices.

• Sold and merged company into Active Interest Media in 2007

• Built an in-house team and freelance contributor network across the U.S.

• Managed partnership contracts, monthly budgets, and ongoing deadlines

• Surpassed revenue projections by 125% in first five months

• Worked with land managers, non-profit group, and 200-plus volunteers to map 2,000 miles of the Continental Divide Trail

Freelance Project Manager/Editor


• Contracted with publishing companies to develop and manage web and magazine projects

• Researched, tested, and developed a groundbreaking project for reader-generated content

• Helped cultivate a partnership between publishers and tech leaders to create content for phones

• Wrote training guides for 100 new correspondents and citizen journalists • Top-edited and supervised six regional sections in each monthly issue of BACKPACKER magazine

• Tested outdoor gear, wrote field-test reviews for gear guides, and collaborated with fellow editors on annual Editors’ Choice Awards

• Directed Tour de France microsite for Bicycling.com with on-the-ground live reporting, athlete interviews, and daily newsletters (15MM pageviews in a month)

Online Managing Editor, Rodale Inc.


• Managed daily projects for outdoor and fitness websites (Backpacker, Bicycling, Mountain Bike)

• Oversaw team, including producers, editors, and assistants

• Created custom content microsites

• Blueprinted website redesigns and content migration into CMS databases

• Helped reorganize and transition staff into a centralized online department

• Wrote dozens of destination stories, gear reviews, and skill articles



University of Wisconsin - Stevens Point

Major: BA in Communications
Minors: Writing and Biology
* Hand-picked for the Chancellors Leadership Award

Fall 1997

Macquarie University, Australia

Studied: Biology, Anthropology, Australian Literature
Worked as an Overseas Correspondent for college newspaper

Mobile Marketing
Media & PR
Customer Acquisition
Testing & Optimization
Data & Analytics
Search Marketing
Email Marketing
Content Marketing
Social Media Marketing

Contact Me