At Westbeach, a storied snowboarding brand, I led the creation of a comprehensive 5-year strategy to relaunch the company with a modern, upscale positioning. I developed a go-to-market plan, focused on refining the brand’s aesthetic, enhancing product design, and emphasizing sustainability.

Worked cross-functionally with the founder to craft a detailed operating plan for the first year, outlining priorities in marketing, retail partnerships, and product development. Additionally, created a phased growth strategy to scale the brand across North America, leveraging both direct-to-consumer channels and wholesale distribution.

Through this work, I prepared Westbeach for a successful re-entry into the market, ensuring the company had a clear roadmap for growth, a well-defined audience, and a strong operational foundation for launch.

Led the transition of our Facebook ad strategy in-house to improve performance and reduce costs. This involved building tailored landing pages, optimizing ad messaging to resonate with our target audience, and implementing data-driven testing to refine creative and targeting strategies.

By taking full control of the process, we were able to align our campaigns closely with our brand story and customer journey. Within months, these efforts resulted in a 2.5x reduction in customer acquisition cost (CAC), significantly improving the efficiency of our marketing spend.