Story. Product. Community.
The System Behind the Brand.
13th Mile Marketing is built around one belief: great brands don't happen by accident. The rarest operator in marketing is the two-way player who runs brand strategy and product commercialization simultaneously… not sequentially. That's the system. That's what we build.
I Don't Just Build
the System. I Run It.
Hi, I'm BJ. Husband, father of two boys, youth sports coach, and the founder of 13th Mile Marketing. That's the context. Here's the career.
Nearly two decades building brands at Under Armour, SharkNinja, Cybex, and Midea America. I've scaled categories to $800M+, built athlete communities from zero, launched joint ventures, and turned around retail businesses that had lost their story. What's consistent across all of it: I've always run brand strategy and product commercialization simultaneously… not one after the other. That's the difference between a campaign and a system.
Most agencies bring a specialty. I bring the whole board. Story without product is noise. Product without story collects dust on the shelf. Community without both is just an audience with nowhere to go. The system I build makes sure that never happens… and I run it alongside you, not just hand it off.
Based in Wrentham, MA. Working with consumer brands, founders, and business owners nationally and locally across Massachusetts and Rhode Island. If you need someone who sees the whole board and knows how to move every piece… that's exactly what 13th Mile is built to do.
Results That Speak For Themselves.
Story. Product. $800M+.
Scaled Ninja motorized from category #3 to America's #1 blender brand with 43% YoY growth and 330 bps margin improvement. The system behind it: product positioning that connected to a brand story consumers actually believed, and community activation that turned buyers into advocates. That's how you build an $800M+ category.
Community Built Into the Strategy.
Built the UA Combines athlete community from zero to 10,000+ members. The Combine testing day was the goal… the moment athletes trained toward. A 90-day training regimen prepared them for it. That community became Combine360, a joint venture with IMG Academies certifying 1,500+ trainers and generating $2M+ in revenue. Community wasn't an afterthought. It was Day One strategy.
Finding the Story Under the Clutter.
A legacy brand with a cluttered product line and a fading story. SKU rationalization cleared nearly 50% of underperforming inventory and created room for two full GTM launches with a sharper positioning. The result: 68% conversion lift, 46% off-Amazon retail growth, and 7 new retail partners in 12 months. Story and product working together… the way it should.
From B2B to a Brand Consumers Follow.
Legacy fitness equipment brands don't naturally speak to consumers. Cybex needed a full transformation: a new brand voice, a community built from zero, and a social presence that gave people a reason to follow. Delivered 70% social growth, 100+ brand ambassadors, and a product story that finally landed with the end user. The company was acquired by Life Fitness shortly after.
What We Believe About Great Marketing.
Story Is the Strategy.
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. Build the story first. Build it right. The rest follows.
Product and Brand Are One System.
Most brands run strategy and commercialization in sequence… brand first, then product, then go-to-market. That's where the gap opens. The system only works when brand and product speak with one voice, built simultaneously, from the same starting point.
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 most and have the least runway to build it.
Clarity Beats Cleverness.
Consumers don't have time for confusing. If they can't understand why they should choose you in ten seconds… you've already lost them. Simple, clear, and true wins the shelf, wins the scroll, and wins the sale.
Frameworks Before Tactics.
Tactics without strategy is noise with a budget. 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 more than whatever else is competing for their attention.
You Get the Whole System.
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 stays in the game long enough to see 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.