SENIOR EXECUTIVE LEADER
PASSION-DRIVEN ENTHUSIAST INDUSTRIES
I am a senior executive leader in media, sports and enthusiast e-mobility. I have led divisions and companies small to large with full P&L responsibility through mergers, acquisitions and IPOs. I have held VP-or-higher positions for the last 20 years of my career and focus on profitability-driven leadership in a respectful, caring workplace.
Growing up in Southern California, I was an amateur motorcycle racer and active scuba diver before pursuing racing professionally at age 18. While earning a Bachelors Degree in Economics from UCLA, I earned a PADI Divemaster certification and I traveled the world during Spring and Summer racing the AMA National and Grand Prix World Championships.
After a career-ending injury in 1991 and graduation from university, I pursued my dream of working exclusively in sports. I have been fortunate enough to work for and lead wonderful, enthusiast-driven companies and now strive to lead corporate and consumer transformation to more sustainable products and solutions.
April 2023 - Present
Overall management of a global, startup, off-road electric motorcycle company including building the team, raising capital, product development, financial oversight, government compliance, dealer acquisition, sales-team management, export development, inventory planning, marketing strategy, e-commerce operations, aftermarket program development, and establishing a pathway to a public offering.
October 2020 - July 2021
Leading the first all-electric, off-road powersports company to a revolutionary transformation in outdoor, motorized recreation and a successful public stock offering. Overseeing product development, distribution channels, sales strategy, government relations, factory construction, marketing, media, customer experience, international export and investor relations.
Managing Partner–Hardcard Holdings & Hardcard Systems
November 2006 - August 2010
Chief Consumer Officer–PADI
July 2021 - April 2023
Lead the consumer business division of the world’s largest scuba diving certification and training agency that positively transforms lives and creates ocean change by making the wonder of the underwater world available to all. Oversaw consumer marketing, consumer membership, data/analytics and the world's largest scuba diving-media band—Scuba Diving Magazine.
Complete P&L responsibility for the world’s largest two-wheel media company managing a staff of as many as 50, operating 12 brands across video, digital, mobile, print, custom content, event and consumer-engagement platforms. Brands include Cycle World, Motorcyclist, Cycle Volta, Dirt Rider, Cruiser, On Two Wheels, MC Garage, MC Commute, and other media titles.
Vice President–Mazda Raceway Laguna Seca
March 2005 - November 2006
Operated a leading sports management and consulting firm. Functions included management of racetracks, sanctioning bodies, race operations, athletes, brands, licensed merchandise, sponsorship development, race teams and media rights in the highest-level two and four-wheel, national and world championship racing series.
Oversaw the ticketing, marketing, sponsorship sales, merchandise and promotions departments of one of the world's most iconic auto, motorcycle and bicycle racing facilities.
Board Member–Motorcycle Industry Council
Former three-term, industry-elected Board Member for the industry association group for all powersports in America. Chairperson of the Aftermarket Committee. Actively lobbied in Washington D.C. with the MIC Government Relations staff.
Bachelor of Science, Economics–UCLA
I achieved a degree in Economics in 1991 with study emphasis in accounting, finance, statistics and calculus all while competing in professional motorcycle roadracing.
Skills and Personal Information
I speak Spanish and have experience with Salesforce, Tableau, GA, Shopify, NetSuite, ad tech and all common project management, CRM and office-enterprise software platforms. I'm an active cyclist, motorcyclist and scuba diver in Southern California with a wife and three wonderful children.