THE
BUSINESS
OF BETTER
SLEEP.
Leading the brand, the product story and the marketing systems that turn customer understanding into commercial growth.
Charlotte, NCBrand / Product / Growth
ONE BRAND.
MANY WAYS
TO GROW.
I lead brand positioning, product marketing, creative direction and customer acquisition—not just the advertising at the end of the process.
Across Viscosoft, Skytex and Mello, I set the strategy behind the customer experience, from Amazon and DTC to retailer support, email, social, paid media and organic discovery.
The decisions are connected: customer insight informs product development, the product informs the story, and marketplace performance informs what we do next. I translate those signals into launches, investment priorities and executive reporting.
GIVE COMFORT
A REASON
TO BELIEVE.
Materials, construction and product performance are the foundation of the story. I turn technical distinctions into something customers can recognize—in the photography, on the product page and in the buying experience.
From density and support to cooling, fit and care, strong product marketing gives buyers reasons to believe without resorting to generic claims or perpetual discounting.
CREATIVE AND
COMMERCE.
ONE SYSTEM.
I lead the marketing operation end to end, connecting consumer insights, product positioning, creative testing, search, marketplace data and channel economics.
Understand demand.
Analyze search behavior, reviews, seasonality and customer response to identify the commercial opportunity.
Shape the offer.
Direct positioning, product education, merchandising and launch strategy across customer touchpoints.
Acquire and retain.
Coordinate Amazon discovery, DTC, email, video, social and paid media so acquisition serves long-term brand value.
Measure and improve.
Use performance signals to refine the work, allocate resources and determine the next marketing priority.
THE MARKETPLACE
IS THE BRIEF.
I use Seller Central, sellerboard and Amazon Ads to run the marketplace—not just report on it. Financial performance, customer response and acquisition intelligence all influence brand, product and creative decisions.
Revenue driven by a commercial system connecting product direction, search visibility, merchandising and acquisition.
DEMAND THROUGH SEASONALITY.
ACQUISITION AND
ACCOUNTABILITY.
Amazon Ads / Sep 20–Oct 19, 2026
Estimated sales; recorded ad spend
Advertising efficiency
Campaign performance guides targeting, creative testing, listing clarity and investment decisions.
Estimated
Reported spend
Estimated
Amazon Ads attribution
READ THE PATH.
NOT JUST THE CLICK.
The goal is to understand the customer journey and direct resources to the experiences that win new buyers.
3,251 estimated new-to-brand purchases
FROM THE
FIRST GLANCE
TO THE
FINE PRINT.
The same discipline runs through lifestyle photography, product imagery, motion, CGI and ecommerce. The photographs get space to do their job—showing what the brand looks and feels like in the world.
Product photography serves the customer and the business. It carries a consistent visual language without forcing every product or campaign to look identical.
+8% YOY.
#3 IN CATEGORY.
Product positioning, listing hierarchy, organic visibility and marketplace merchandising translate brand decisions into results customers—and the business—can see.
BETTER WORK.
BETTER
ECONOMICS.
I built and lead an in-house creative and marketing capability that brings strategy, production and performance closer together, from photography and film to 3D/CGI, automation and AI-assisted workflows.
Annual external agency expense eliminated through in-house production and marketing capability.
Email revenue grown from a negligible starting contribution.
THE WORK
IN MOTION.
Commercial films, product demonstrations, material simulation and brand storytelling. The work continues below in the video portfolio.
