Financial Analysis, Entrepreneurship and Fit2train

After I graduated from George Mason University with a BS in Finance and working as an Senior Financial Analyst for several Fortune 500 companies (Electronic Data Systems – EDS and i2Technologies) I took a break from corporate life (thanks to stock options granted during the dot com era) to pursue my dream of becoming a professional athlete.  I competed in triathlons around the world and finished as high as 133rd in the World at the Hawaii Ironman Triathlon World Championship and in the top 25 at several other Ironman distance races. While spending the majority of my time swimming, cycling and running I started a triathlon team, Fit2train, that grew to be the largest and now oldest triathlon team in DFW.  This gave me great insight and experience running a business, developing sponsorships and understanding sports marketing. I also learned a lot about coaching and motivation and became a USAT Certified Coach. During this time I also worked as a consultant for Computrainer and raced on the PowerBar Elite team which gave me great insight into marketing to the active lifestyle demographic.


How I Became an Expert in Sports Marketing and Left Corporate Finance

After establishing a name for myself in the triathlon community due to my race results and building a team of over 300 athletes I was approached by Competitor Magazine to start their regional magazine, Competitor Texas.  My role at Competitor Texas as Associate Publisher and Senior Account Executive included not just publishing the magazine but it also included ad sales and business development.   This was a great job for someone with a sports marketing background and business degree and I was able to elevate the profile of the new magazine in Texas and surrounding states and the magazine was soon one of the top revenue producing magazines within the company.

In addition to establishing the Competitor Texas brand in the Southwest I  was also instrumental in starting the Dallas Muddy Buddy, the Rock n Roll San Antonio Marathon the Rock n Roll Dallas Half Marathon.  Event marketing, public relations and sponsorship sales were added to my roles at Competitor Group and the experience that I received was remarkable.

Transitioning from Sports Marketing to Digital and Social Marketing

Competitor Group was a great experience but with the core product being a print magazine and the company not moving towards social and digital marketing as rapidly as I would have liked I moved on to the position of Director of Digital and Social Media at Grubbs Infiniti where I emerged myself in all things digital and became a true expert in how to develop multi-channel marketing campaigns that integrated digital, print, email and on line marketing efforts.  The experience that I received while managing lead generation, blogging, social media, SEO, SEM and PPC was instrumental in the development of my skills as a Digital Marketing Manager.

Digital Out-of-Home, Mobile, Wi-Fi and
While at Grubbs Infiniti I received an offer from indoorDIRECT as the Director of Marketing Solutions and it seemed like an opportunity I couldn’t pass up. My role as Director of Marketing Solutions was to assist our sales team and third party reseller with the development of strategies and proposals for agency and new client businesses pitches.  As part of the development of marketing solutions, I brought mobile and social to the forefront and was soon promoted to VP of Marketing and took over all of the PR and social media functions in addition to industry and agency outreach.

A few of the products and projects that I managed included the development of our company’s Wi-Fi strategy and the development of our B2C strategy which was centered around the website I developed and managed  .

I couldn’t have asked for a better position and setting where I could demonstrate my expertise in social media, PR, and digital media and contribute to the leadership team and revenue growth at indoorDIRECT.  In addition to supporting the sales team and assisting them in selling our first seven-figure deal I managed all marketing communications and PR and was also responsible for managing the creative and research team.

Inbound Marketing and HubSpot

While at indoorDIRECT, there were several areas that I saw needing focus.  The first was developing a way for companies to place and purchase ads without the involvement of a salesperson.  The second was that we needed more sales and specifically more leads and more interest within the industry about what we were doing.

The Center for Sales Strategy (LeadG2) and HubSpot 
After indoorDIRECT was purchased and everyone was let go, I wanted to continue to focus on my career as a Marketing Manager and building businesses.  When I was approached to help start the new Inbound Marketing division of The Center for Sales Strategy and to be the first Inbound Marketing Consultant, I jumped at the chance.

As the first employee of this new division, what I was doing encompassed a number of different job titles including Account Executive, Content Strategist, Public Relations Manager, Social Media Manager, and Marketing Specialist. We soon became a HubSpot Platinum Partner and decided to formally create an Inbound Marketing agency, LeadG2. During this time of exponential growth, in addition to my role serving clients, I also built the new LeadG2 website on the HubSpot COS.  This was a wonderful learning experience and made it relatively easy to get the HubSpot Design Certification.

Over the years, as the team grew we were able to hire a Marketing Manager and someone to work on Business Development.  As this occurred, I slowly transitioned from being the one responsible for building the business to solely being focused on serving clients.

What’s Next?

Hubspot expert with multiple HubSpot Certifications.


Inbound Badge

HubSpot Software Badge

Partner Badge

HubSpot Design Certification

HubSpot Contextual Marketing Certification

HubSpot Sales Software

Giving Back

Over the past few years, I have become increasingly involved in the Wallace PTA and my children’s school activities but have also sought out roles in the Lake Highlands Community that help me apply my general business knowledge and my expertise as a Marketer.  A few of the highlights of my recent activities are below.

Lake Highlands Chamber of Commerce – Board of Directors
Serving on the Board of Directors of the Lake Highlands Chamber of Commerce has been a wonderful experience and I’ve really enjoyed the role of serving as a liaison to businesses in the community.  My role with the chamber has been focused on helping execute the monthly events we put on in addition to special projects and events such as Lake Highlands Restaurant Week.

Helping Lake Highlands – Founder
Helping Lake Highlands is an organization that I have developed out of a need to amplify the activities of local non-profits and to attempt to connect those that need help with those that can offer help.  The long-term goal of the organization is to have a case worker(s) that can help those in need within Lake Highlands by connecting them with the resources that they need.  We have so many great resources within our community but sometimes the resources are unknown and not utilized as much as they could be.

Lake Highlands Restaurant Week – Founder
As a member of the Board of Directors of the Lake Highlands Chamber, one thing that we constantly are talking about is ways to highlight the great businesses we have in Lake Highlands to encourage further economic development.  One of the ways that we came up with to further this goal of placing a spotlight on Lake Highlands businesses was to create Lake Highlands Restaurant Week.

During Lake Highlands Restaurant Week, participating restaurants give back a percentage of their profits to local non-profit organizations. By participating in Lake Highlands Restaurant Week, which is heavily promoted, restaurants receive additional traffic and receive recognition as a valued member of the Lake Highlands community.  Currently, there are 4 participating non-profits and it’s expected that over the week long period the event will raise thousands of dollars for each of them.

Exchange Club of Lake Highlands – Member
The Exchange Club is a civic organization that places a focus on giving back to the community primarily through scholarships and recognition of Fire Fighters and Police Officers.  As part of the Exchange Club, I have been active in their fundraising efforts and helping to put on their signature events including Oktoberfest and the Wildcatters’ Ball.

District 10 Communications Committee – Committee Member
As part of the District 10 Collective Impact initiative with the City of Dallas, I have been working with committee members to assess the communication needs that they have in order to reach stakeholders.

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