1,150%
Revenue growth during my tenure — from a garage startup to a globally
distributed brand.
Case Study
Photo: Carly Finke · Rider: Maxine Nussbaum
Weston Backcountry
From a garage startup to a globally respected, top-25 backcountry brand — and the #2 splitboard brand in the US.
The Numbers
#2
Splitboard brand in the US
Top 25
Backcountry brands recognized by SIA
30%+
YoY sales growth — even through a soft outdoor market
150+
Athletes & ambassadors in the brand network
What I Did
Rebranded from the ground up
Took Weston from a garage startup to a globally respected name in backcountry — defining the voice, look, and positioning that scaled across the US and Europe.
Built the marketing engine
Integrated a tech stack across web, email, and paid digital/social that drove 30%+ YoY revenue increases — even through the last two seasons of a soft outdoor market.
Hired and led the team
Created and nurtured a marketing team that consistently pushed the envelope and surpassed KPIs, plus a 150+ ambassador network of athletes, artists, and creators.
Owned product launches end-to-end
Managed all product line expansion, design input, and go-to-market — from boards and splitboards to apparel and accessories.
Narrative campaigns that mattered
Built multi-year campaigns that elevated underrepresented individuals, artists, and causes in a way that organically connected back to the Weston brand.
Industry partnerships
Developed partnerships with Smartwool, Zeal Optics, Pret, MountainFLOW-EcoWax, 1% for the Planet, the National Forest Foundation, and B-Corp.
Carried By Every Major Snow Retailer in the US
Press That Built the Brand
- Outside
- Backcountry Magazine
- Men's Journal
- Gear Patrol
- The Snowboard Journal
- Freeskier
- Whitelines
- Snowboard Magazine
Want Results Like This? (Let's Talk)
If you're looking to take a brand from where it is to where it could be, let's grab some tacos or jump on a call and figure out what's possible.
