Icelantic skis

Brand, Growth, and Direct-to-Consumer Systems

OVERVIEW

I lead marketing, brand, and direct-to-consumer growth at Icelantic Skis. Over the past several years, I’ve owned the systems that connect brand, storytelling, and commerce, with responsibility for both creative direction and commercial performance.

This work spans brand strategy, growth marketing, e-commerce, content, and community.

Direct-to-Consumer Commerce

I independently learned and operate the company’s Shopify storefront end to end. I am the sole owner of the platform and its ongoing operation.

Scope includes:

  • Site architecture and merchandising strategy

  • Product launches and seasonal collections

  • Conversion optimization, pricing, and promotions

  • Analytics, reporting, and performance optimization

  • Klaviyo lifecycle flows and retention strategy

Results:

  • Scaled Shopify revenue from six-figures to approximately $1.5M–$1.8M annually

  • Sustained year-over-year DTC growth while maintaining premium positioning

Growth Marketing and Performance

I lead omnichannel growth strategy across paid media, email, social, and content, with a focus on balancing efficiency with brand equity.

Work includes:

  • Managing Meta and Google campaigns with a focus on ROAS, CAC, and long-term value

  • Building automated lifecycle email programs that improved conversion and retention

  • Using performance data to inform creative direction and campaign prioritization

The emphasis has always been on building durable systems rather than chasing short-term spikes.

Brand and Creative
Leadership

I oversee the brand’s identity, messaging, and creative output across digital, retail, and experiential channels.

Highlights:

  • Led a strategic brand refresh to align with a more lifestyle-forward, community-driven positioning

  • Directed go-to-market strategy for high-profile partnerships including Pink Floyd, Phish, Arizona Iced Tea, Faherty, and Alterra Mountain Co.

  • Owned content strategy and creative production from concept through execution

This work required balancing cultural relevance with commercial clarity.

Team, Community, and Real-World Execution

Beyond digital systems, I’ve led large, real-world brand initiatives.

  • Built and managed a 50+ person global athlete and ambassador program

  • Directed national event activations and retail experiences

  • Managed cross-functional teams of internal staff and external contractors across creative, paid media, development, and retail

These efforts strengthened brand affinity while feeding the content and commerce ecosystem.