Unlock. Build. Accelerate.
Fractional Executive Leadership for Growth-Minded Brands.
Who I Help
Built for Growth-Focused Founders and Brand Leaders
I work with CEOs, founders, and senior leaders who are:
Scaling from single-channel to omnichannel or DTC
Navigating digital transformation and e-commerce growth
Repositioning or revitalizing a mature or plateaued brand
Building or rebuilding high-performance commercial teams
Based in the Seattle area, I partner with brands across North America in outdoor, action sports, consumer products, and lifestyle categories.
Services
Fractional & Advisory Services
I bring 20+ years of leading global brands: K2 Sports, MSR, Therm-a-Rest, Cutter & Buck, and iFixit to help you focus on the core levers of sustainable growth.
1. Brand Strategy & Positioning
Clarify your brand’s role in the market
Develop distinctive positioning and messaging frameworks
Align brand architecture across product lines and channels
2. Digital Transformation & Performance Marketing
Build or optimize your e-commerce and DTC strategy
Design performance marketing programs tied to P&L goals
Implement AI-driven workflows, analytics, and reporting for better decisions
3. Product Lifecycle & Portfolio Strategy
Identify category and whitespace opportunities
Rationalize SKUs with data, not opinion
Build product roadmaps that support long-term brand and revenue goals
4. Omnichannel Sales & Distribution
Design a channel strategy that balances growth + brand protection
Align wholesale, retail, marketplaces, and DTC under one strategy
Set rules of engagement to reduce channel conflict and margin erosion
5. Measurement, Analytics & Operating Rhythm
Define the right KPIs for your stage and strategy
Build an operating cadence that keeps teams aligned and accountable
Turn data into clear actions for marketing, product, and sales teams
What People Are Saying
Incredible strategic vision for premium consumer brands.
“Chris has incredible strategic vision in the premium consumer durables space. He is a natural leader with the charisma and execution competence to lead teams in successful execution.”
— Joe McSwiney, CEO at SOG Knives and Tools
The Transformational Leader Every Brand Needs
“Chris combines authenticity, proven strategic planning and execution skills, along with the ability to create a positive work environment.
I’ve known Chris for over ten years in my roles as company Vice Chair, President, and Chairman. Chris’ initial talents in brand development and product/category line planning led the company to new highs on a number of fronts, including product innovation, category dominance, brand recognition, and sales revenue.”
— David Burroughs, Former Board Chairman and President of Cascade Designs
Aligning Brand Strategy and Structure for Impact
“Chris has a transparent, open, and honest communication style, which allows him to focus his team on frequently evolving priorities. These skills led to his advancement to the position of Chief Operating Officer. In this role, Chris assembled, motivated, and led diverse yet inclusive teams across the enterprise. He inspired these teams through innovation, creativity, entrepreneurship, and a deep desire to see the company succeed.
— Mark “Roody” Rassmussen, Former President at Petzl North America
The Value of a Fractional CMO/COO/CCO
Keep your overhead light while getting senior-level leadership where it matters most.
Leadership: Drop-in executive who can stabilize, focus, and lead cross-functional teams quickly.
Experience: Hands-on, operator-level experience managing turbulence, resets, and growth.
Scalability: Scale up or down as your business evolves.
Capital-Efficient: Senior executive impact without adding a full-time C-suite hire.
Mentorship: Develop your internal leaders through coaching, clear frameworks, and co-creation.
Experience
Deep Operating Experience Across Premium Brands:
15+ years in executive leadership roles (CMO, COO, EVP)
20+ years building premium consumer and outdoor brands
P&L responsibility from $40M to $350M businesses
Leadership across sales, marketing, brand, product, supply chain, manufacturing, and IT
I’ve led teams through category expansion, digital transformation, omnichannel rollouts, and brand repositioning. My focus is always the same: connect strategy to execution and turn complexity into clear, repeatable systems that teams can run.