At Hester is Not a Cat, I founded an original lifestyle and pet brand and built an engaged community with story-driven content and organic viral posts. I sourced and vetted creators, negotiated partnership terms, and briefed partners to keep sponsored content authentic to their audiences.
I designed and ran the brand’s e-commerce store, taking specialty merchandise from concept and design through production and fulfillment. I also managed campaign timelines and day-to-day business operations.
At Athletic Republic North Davis, I co-own and run a sports performance gym and official HYROX Training Club through an ownership transition. After finding legacy rates below operating cost, I introduced tiered pricing and a dedicated military and first-responder offer.
I shifted the external marketing agency’s reporting toward cost-per-lead and cost-per-membership targets, and built a re-engagement campaign for lapsed members. I also launched new programs, including a HYROX race-format class, youth curricula, and a teen strength program.
