VP, Brand & Client Experience - SWTHZ
(2025-11)
- Lead enterprise brand strategy, customer experience, and innovation across a 100+ studio franchise network operating in 29 states.
- Drive cross-functional alignment across franchise development, operations, construction, technology, and customer experience to execute a unified growth system.
- Establish and evolve the brand governance framework that ensures consistency, quality, and excellence across every market and customer touchpoint.
- Develop strategic partnerships with Atletech News, HYROX, Spartan DEKA, Diplo's Run Club, Netflix is a Joke (2Bears5k), and Rock n' Roll Marathon Series, elevating brand visibility and credibility nationwide.
- Champion innovation in technology, hospitality, and client engagement, creating experiences that deepen loyalty and increase member lifetime value.
- Oversee national brand communications, storytelling, PR, and community initiatives that position SweatHouz as the category leader in recovery and wellness.
- Grow brand awareness by expanding social audience from 6k to 335k+ through strategic content, community building, and experiential storytelling through brand and creator partnerships.
- Create scalable lifecycle marketing engine with automated customer journeys supporting more than 1 million prospects and members.
Head of Design & Construction - SWTHZ
(2024-07 - 2025-11)
Led enterprise design and construction strategy during company's largest growth period, scaling the network from 24 to 86 studios (258% growth).
- Lead enterprise design and construction strategy during company's largest growth period, scaling the network from 24 to 86 studios (258% growth).
- Author the Design Intent Package (DIP), creating standardized specifications for design, construction, and brand execution adopted across 100+ operation locations with 35+ in development.
- Direct the review and approval of all test first, prototype layouts, and initial floor plans while partnering with an approved network of architectural firms to create scalable design standards and accelerate expansion.
- Roll out SweatHouz 2.0 prototype, introducing integrated sauna, cold plunge, and private shower concepts across all new-build and remodeled studios.
- Build and implement the first standardized pre-opening audit program, establishing mandatory brand compliance, operational readiness, and quality standards.
- Reduce average development timelines from 10 months to ~7 months through process optimization, cross-functional collaboration, and operational efficiency.
- Negotiate national vendor partnerships and collaborate with engineers, manufacturers, and regulatory agencies to advance scalability and navigate evolving requirements.
Head of Marketing - SWTHZ
(2022-03 - 2024-07)
- Architect the SweatHouz brand platform from inception, shaping positioning, identity, and the overall brand experience that drove national recognition and franchise growth.
- Build the company's digital ecosystem – website, ecommerce, CRM and lifecycle automation – accounting for 12% of enterprise revenue within three months of launch.
- Support franchise development and investor acquisition, contributing to the sale of 435 franchise licenses through brand positioning, discovery experiences, and marketing strategy.
- Build and lead the creative, content, email, PR, photography, video, and brand standard functions that established a consistent, elevated brand experience.
Social Media & Marketing Manager - Honors Holdings
(2020 - 2022)
Directed regional brand strategy and marketing across a rapidly expanding portfolio of studios, growing from 75 to 140 across 14 markets in 7 months.
- Directed regional brand strategy and marketing across a rapidly expanding portfolio of studios, growing from 75 >> 140 across 14 markets in 7 months.
Studio Manager, Orangetheory - Honors Holdings (OTF)
(2019 - 2020)
- Managed two flagship Orangetheory fitness studios, leading sales, operations, team development, and customer experience before being promoted to lead social media and marketing for the franchise group's 140+ studio portfolio.
Manager, Customer Operations (LTL) - Coyote Logistics (UPS)
(2013 - 2019)
- Managed multi-state LTL operations and implemented systems that improved efficiency, performance, and sales training across the company.
- Managed freight operations for Chewy.com, Nortek, Home Depot, and Yeti.
