Work

Projects

A selection of work across marketing, analytics, and business reflecting how I think and what I build.

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Operations

CRM Build Sales & Relations Pipeline

Built the company's closing pipeline and sales process from scratch using Monday.com, working alongside HubSpot. This wasn't a configuration project it was designing the entire workflow: how leads moved through stages, how the team tracked relationships, what happened at each step of the closing process, and how we maintained visibility across active accounts. The result was a structured, repeatable pipeline that gave the sales team a clear process to follow from first contact through close.

Monday.comHubSpotCRMSales PipelineProcess DesignClient Relations

International Expansion

Philippines Satellite Office

Helped establish a satellite office in the Philippines to support the company's growing workload through outsourced operations. Built the operation from the ground up developing workflows, coordinating responsibilities between U.S. and Philippines teams, and integrating the satellite team into the company's existing processes.

International OperationsOutsourcingWorkflow DevelopmentTeam Management

Business Expansion

New Office Expansion

Took an active role in opening and establishing a new office as the company grew. Responsible for getting the operation up and running coordinating people, workflows, responsibilities, and day-to-day operations to create the structure needed for the team to operate effectively.

Office ExpansionOperationsTeam Leadership

Digital & SEO

Complete Website Remodel & SEO Overhaul

Led a full redesign and reorganization of the company website reworking product and category structure, improving navigation, updating content, and rebuilding the SEO strategy from the ground up. The goal was a more modern customer experience that connected the website to the in-store experience while improving organic search visibility for customers searching locally.

Website RedesignSEO StrategyContent OptimizationLocal SearchUX

Retail Strategy

Purchasing Behavior & Product Reconfiguration

Used customer purchasing patterns to rethink how products were distributed across locations. Rather than running the same inventory strategy everywhere, we analyzed what each market was actually buying and reconfigured product offerings accordingly. The San Francisco location was transformed into a sample store based on what that market's purchasing behavior was telling us. A direct example of letting data drive physical retail strategy.

Customer Behavior AnalysisRetail StrategyMerchandisingMarket AnalysisData-Driven Decisions

Business Development

All-in-One Bridal Experience Venue

Developed a new venue concept connected to the business an all-in-one bridal experience where customers could gather, celebrate, and work with trusted vendors in one location. Built vendor relationships, created the event environment, and designed a new way for the business to engage with customers outside of traditional retail. The concept expanded the brand beyond a boutique into a destination for the full wedding planning experience.

Concept DevelopmentVendor PartnershipsCustomer ExperienceBusiness DevelopmentEvent Strategy

Events

Bridal Week

Created and executed Bridal Week a large-scale event hosted at the venue that brought together the business, customers, and trusted vendors in one experience. Rather than a traditional bridal show, this was designed as an immersive event where attendees could interact directly with multiple wedding-related services. Coordinated vendor selection, event logistics, promotion, and the overall customer experience. The event drove strong turnout and demonstrated the potential of combining retail with events, partnerships, and community engagement.

Event DevelopmentVendor CoordinationEvent MarketingCommunity EngagementCustomer Experience

Data & Analytics

SKU Performance & Inventory Strategy

Conducted a deep analysis of winning and losing SKUs to understand which products were actually performing and why. Examined sales by product, geography, and buyer behavior to identify where specific products had strong or weak traction. Used the findings to adjust inventory allocation and sales strategy by market putting the right product in front of the right customer rather than treating all inventory equally across all channels.

Data AnalysisInventory StrategySKU OptimizationMarket AnalysisSales Strategy

Data & Analytics

Challenging Market Assumptions With Data

Investigated a common industry practice pulling kegs from market based on assumed sell-through rates by going directly to the sales data. Rather than accepting the practice at face value, I collected and analyzed the actual performance numbers and demonstrated that the assumed strategy wasn't producing the expected value. The result was a shift from industry habit to decisions grounded in real performance data.

Data AnalysisIndustry ResearchPerformance MeasurementStrategic Insight

Operations

Sales Route & Delivery Optimization

Developed optimized sales and delivery routes using data to determine how stops should be grouped and scheduled. Analyzed customer locations, delivery requirements, and route efficiency to reduce unnecessary travel and cut costs. Built a route profitability tool that estimated the cost of a proposed route and helped the team evaluate whether it was worth running before committing resources giving the business a way to make smarter decisions about where to send drivers.

Route OptimizationLogisticsProfitability AnalysisOperationsData Tools

Digital & SEO

Website & Digital Strategy Three Business Lines

Devil's Canyon operated three distinct businesses under one roof: beer sales, venue rentals, and mobile events. The website wasn't communicating that clearly. I helped restructure the site, SEO, and navigation to present each business line on its own terms improving visibility for venue rentals, mobile events, and public programming. Also focused marketing efforts on building awareness around Friday operations, the primary day the venue was open to the public.

Website StrategySEODigital MarketingContent StructureMulti-Brand Positioning

Events

Summer Nights Series

Developed the Summer Nights event series a recurring large-scale event held on the last Friday of each summer month, turning the brewery into a major entertainment destination. Each event featured headlining performers on the main stage, additional acts in the beer garden, food and beverage vendors, and full event production. The series attracted thousands of attendees per event and was designed specifically to generate incremental revenue rather than cannibalize existing weekday business.

Event DevelopmentRevenue StrategyEvent ProductionVendor CoordinationMarketing & Promotion

Events

Super Bowl Watch Party $25K in Sales

Developed and executed a large-scale Super Bowl watch party at the venue, including private sections that customers could purchase as a premium experience. The event generated $25,000 in sales demonstrating the ability to turn a major cultural moment into a structured venue revenue opportunity rather than simply hosting a free viewing event.

Event StrategyRevenue GenerationPremium ExperiencesVenue Operations

Business Development

All-in-One Venue & Event Rental Offering

Developed a white-label, all-in-one venue and event rental offering designed to make Devil's Canyon a one-stop destination for corporate events, private parties, and large gatherings. Rather than requiring clients to coordinate every element themselves, the offering bundled venue, catering, entertainment, and vendor services together. Built the structure for the offering and developed partnerships with outside businesses to provide additional services creating an experience where everything was taken care of.

Venue DevelopmentBusiness DevelopmentVendor PartnershipsEvent ServicesCustomer Retention

Partnerships

Large-Scale Event Partnerships Whimsy Market & More

Coordinated events and partnerships designed to bring established audiences into the venue. Partnered with the Whimsy Market a large market already attracting thousands of attendees to align their programming with Devil's Canyon venue operations, benefiting from an existing audience while creating additional reasons to visit. Also coordinated concerts, public events, vendor markets, and private event sections throughout the year.

Partnership DevelopmentEvent CoordinationCommunity EventsAudience Development

Business Development

Mobile Events Operation Outside Lands, Portola & More

Identified an opportunity to expand beyond the physical brewery by using the company's existing licenses and operational capabilities to build a mobile events operation. Developed the offering using refrigerated trailers and mobile bar setups to bring the Devil's Canyon experience directly to large-scale events. The operation participated in major festivals including Outside Lands, Portola Music Festival, and Rock the Dock creating an entirely new sales channel and putting the brand in front of audiences who may never have visited the brewery.

Mobile EventsBusiness DevelopmentNew Revenue ChannelsEvent LogisticsBrand ExpansionOutside LandsPortola Music Festival

Operations

Creative Solutions Within Licensing Restrictions

The venue operated under a beer and wine license, which created limitations for clients who wanted a cocktail-style experience. Rather than turning those customers away, I worked on developing practical alternatives including soju-based beverages and other solutions that could deliver a similar experience while staying within the venue's licensing framework. The focus was on understanding what the customer actually wanted and finding a workable solution within the business's operating constraints.

Problem SolvingLicensing StrategyCustomer ExperienceOperations

Venue Strategy

School District Events Transforming the Venue for Younger Audiences

Developed a recurring relationship with the San Mateo Union High School District to host school dances and events across multiple schools at the venue. Because attendees were under 21, the normal alcohol-focused presentation of the space had to be completely rethought for each event. Removed beer and alcohol advertising, introduced mocktails and non-alcoholic options, and reworked the visual environment to make it appropriate for students. The partnership demonstrated that the physical space could be adapted to serve an entirely different customer segment and turned what would have been dark nights on the calendar into consistent, booked revenue.

Venue AdaptationNew Audience DevelopmentEvent StrategyCommunity EngagementSchool District PartnershipRevenue Optimization

More projects will be added as I continue to document my work. If you'd like to discuss any of these in more detail, feel free to reach out.

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