Family first. Always.

Family first.Then I helppeople grow.

Growth leader and executive coach who never stopped operating. I'm not coaching from the sidelines. I'm still in the arena building businesses, and I'm passionate about helping good people hit their goals.

Husband to Lauren. Dad to Gabriella. Professionally, I'm also the guy who will make a dad joke in your board meeting.

Connect with me My story

FAMILY · GROWTH · LEADERSHIP

The story

No playbook. Just reps.

I didn't start with a playbook. I started running a small wellness company in my twenties and figured it out the hard way: payroll, ads that flopped, products that didn't sell.

Somewhere along the way I stopped being "the marketing guy" and became an operator: people, numbers, product, all of it. CMO, CEO, board member. Same game, better instincts.

I learned more from the launches that flopped than the ones that worked. I just don't put those on the slide deck.

A Shot of AdrenalineCEO · 2015–2017
First company. First payroll. First gray hair.
NaturelyDirector of Marketing · Austin · 2017–2019
Went deep on ecommerce marketing and growth.
Prime GreensFounder & CEO · 2019–2024
Built a brand from zero, my way.
Vitality NowCMO, then CEO & Partner · 2019–2024
Helped lead it to a successful exit in 2024.
Between exec rolesFounder & operator
Built and ran an email marketing agency.
Built and ran a marketing agency.
Built and ran a growth agency with media spend strategy.
TodayExecutive coach · Operator · Board member
Building, advising, and coaching leaders. Still in the arena.

Philosophy

What I actually believe

Family first

Lauren and Gabriella come before any deal, any launch, any quarter. Everything else gets built around that, not the other way around.

Say the truth

Messy reality first, no spin. You can't fix what you won't name.

Simple beats clever

Make the call, own it, keep moving. Most decisions can be fixed later.

Clear lines

Every decision has one owner. When it's yours, it's time for you to drive.

Approach the discomfort

The hard conversation is usually the one that unlocks everything.

Loyalty matters

Business is people. Be honest, and be in their corner.

“No ego is worth more than the goal.”
Robby Amaro

Faith keeps me grounded. Five years in C12 taught me that how you lead matters as much as what you build.
That's pretty much it.

Growth Leader

A coach who's still in the game

Most coaches retired from the field. I'm still on it. I coach executives and founders while I'm actively operating and building businesses, so what you get is tested this week, not ten years ago. Nothing fires me up more than watching someone hit a goal they weren't sure they could.

Executive CoachCMOCEOBoard MemberC12 Member · 5 yrs

Coaching

Executive coaching

For leaders who want to grow the business without losing themselves, or their family, along the way.

Operating

Building now

Actively operating and scaling consumer brands. The arena is where I keep my edge.

Advising

Ecommerce growth

Advising a small number of ecommerce brands on growth. I only pick ones I'd bet on myself.

Proof

The receipts (quietly)

I'd rather let the work talk. But my mom asked me to put numbers on here.

$150MM+per year in ecommerce revenue advised

3 + 1exits, plus one merger

$45MM+operated as CEO

13+years operating in ecommerce

Right now

What I'm up to now

We need to be data driven to grow. Period. That's where big ecommerce growth starts. Not with another ad. With the data.

I've run the media buying, built the email programs, and sat in the CEO chair when the numbers didn't add up. Now I do it as a partner, not an agency. Here's the order:

Step 1

Data

Get the numbers right, owned by you and trusted by everyone. Shopify, Amazon, and the ad platforms finally agree. (Miracles happen.)

Step 2

Strategy

LTV, cash flow, and a 90-day growth plan built on real numbers, not vibes. We make the big yearly calls together.

Step 3

Grow fast

Then we run it: media buying, creative, landing pages, email. Not 1x. 5–10x.

Partner

Data Driven

We're not an agency that sends you a dashboard and calls it a month. We're partners. We set up the data first, build the team alongside you, make the yearly decisions with you, and help you get to better growth decisions. Then we grow fast. If you're hoping for a polite 2x, we're probably not your people.

Partner

Two supplement brands

Hands on, not on a board slide. I'm in the ads, the offers, and the P&L every week. Everything I tell you, I've tested here first.

Board

One beauty brand

A seat at the table, helping the team grow with clear eyes and fewer surprises.

data-driven · AI analystIllustrative demo. Not client data.

Why I can say that with a straight face

Built and ran an email marketing agency, a marketing agency, and a growth agency running media spend strategy.
CMO, CEO, and board member. $45MM+ operated from the CEO chair.
$150MM+ a year in ecommerce revenue advised.
3 exits and 1 merger. Plus plenty of flops I learned more from.

Who I want to meet

Ecommerce founders and CEOs who are scaling and tired of guessing.
Brands where Shopify, Amazon, and the ad platforms all tell a different story. Only one of them is right, and it's usually not the one you're hoping for.
Teams spending real money on ads who can't say for sure what's working.
Ecommerce brands selling on their own site, Amazon, retail, TikTok Shop, YouTube, and Facebook who want one set of numbers they actually trust.
Investors and holding companies with a stable of ecommerce brands that all need the same fix.

If that's you, let's talk. I'll bring the clarity. You bring the coffee.

To my mentors

I didn't get here alone.

To the people who took my calls before I'd earned them, told me the truth when I didn't want to hear it, and let me learn on your dime: thank you. Most of what I know, I borrowed from you, and I'm paying it back by passing it forward. I'm also still using your best lines and taking full credit. You know who you are.

Connect

Tell me what's up.

Coaching, a brand you're building, a podcast, or you just want to trade dad jokes. No email, no phone. Just this form. I read every one, and if it's a fit, you'll hear from me.

Got it. Thank you.

I read every one. If it's a fit, I'll be in touch. In the meantime, go hug your people.