The Two-Way Marketing Player Your Brand Is Missing.
Founder & Principal at 13th Mile Marketing. Brand strategy and product marketing, under one roof, run by one senior operator who’s done it at national scale.
The Two-Way Player
You Need In The Game.
Hi, I’m BJ. I’m not just a marketer. I’m a husband, father of two boys, youth sports coach. That’s the context. Here’s the career.
I’ve spent nearly 20 years building brands at Under Armour, SharkNinja, Cybex, and Midea America. I’ve worked on Super Bowl campaigns and programs that earned the designation of “America’s #1 Brand.” I started 13th Mile Marketing as Founder & Principal to help business owners who are stuck…and for product owners who need a brand strategy that actually works.
I work with consumer brands on go-to-market strategy, product marketing, product launches, and more. I’m a strategist who connects the dots between product and brand, insights and innovation, concept and commercial…and everywhere in between.
Most agencies bring a specialty. I bring the whole board. Brand strategy leads, product marketing follows, content is the strong third. That’s the two-way player you’ve been looking for. Based in Wrentham, MA…working with consumer brands nationally and locally across Massachusetts and Rhode Island. If you need someone to see the whole board, that’s exactly what I do.
Results That Speak For Themselves.
Surging to the #1 Spot
Scaled the Ninja motorized category to $800M+. Moved from #3 to #1 in blenders in America. Delivered 43% YoY growth and 330 bps margin improvement through sharp positioning, community building, and relentless product marketing execution.
Building a Community From Scratch
Built the UA Combines athlete community from zero to 10,000+ members in 90 days. Launched Combine360, a joint venture with IMG Academies, certifying 1,500+ trainers and generating $2M+ in revenue. Community built into strategy from day one.
Dusting Off a Legacy
SKU rationalization reduced inventory by nearly 50%, clearing the path for two major product launches and a refreshed brand story. Delivered 68% conversion lift and 46% off-Amazon retail growth in 12 months, adding 7 new retailers.
Making the B2B to B2C Leap
Led a full B2B to B2C brand transformation for a legacy fitness equipment company. Drove 70% social growth, built a 100+ ambassador network, and repositioned the brand for the consumer market. Company was acquired by Life Fitness.
What I Believe About Great Marketing.
Brand Leads. Product Follows.
The best product in the world loses to a better story. Brand isn’t a logo or a color palette…it’s the reason someone chooses you over everyone else. Get that right first.
Community Is the Strategy.
The best marketing outcome isn’t an impression. It’s an evangelist. Build community into your brand strategy from day one…not bolted on at the end when you need it.
Clarity Beats Cleverness.
Consumers don’t have time for confusing. If they can’t understand why they should choose you in 10 seconds…you’ve already lost them. Simple, clear, and true wins every time.
Post-Purchase Is Not Optional.
Most brands stop marketing the moment someone buys. That’s exactly backwards. The sale is the beginning of the relationship…not the end of the campaign.
Frameworks Before Tactics.
Tactics without strategy is just noise. Before you spend a dollar on execution, you need to know exactly who you’re talking to, what you’re saying, and why it matters to them.
You Get Me. The Whole Way Through.
Most agencies send their best people to the pitch and their youngest to the work. At 13th Mile, every engagement gets the same thing…senior thinking, direct access, and someone who actually cares if it works.
Ready to Work Together?
Start with the 3D Brand Audit. A full diagnostic of where your brand, product story, and market position stand…and exactly what to do about it.
Book a 3D Brand Audit
Brand Strategy. Product Marketing.
Go-To-Market Consulting.