I don’t just
build the system.
I run it.
The rarest hire in marketing is the two-way player who’s equally fluent on both sides of the table… brand strategy and product commercialization, running simultaneously, not sequentially. Most marketers live on one side. I’ve spent two decades working both. Call it what it is: a growth architect for consumer brands who knows where the system is broken before the data confirms it.
Fixing broken launches mid-flight. Building communities from zero. Walking into stalled businesses with clear eyes and a playbook that works. I don’t just connect the dots between story, product, and community. I build the system that keeps them in lockstep so category leadership isn’t a moment… it’s a machine.
I’ve done it at scale and from scratch. In fitness, CPG, and active lifestyle. For brands trying to dominate a category and for founders who need to earn their first believers. The work changes. The system doesn’t.
Born and raised in Massachusetts. Husband, dad of two boys, golfer, and lifelong sports fan. I’m on the board of Wrentham Baseball and coaching youth sports on weekends… because community work isn’t separate from the day job. It never has been. It’s the same instinct that built a 10,000-athlete community at Under Armour and a 100K+ brand following at Ninja. You show up, you build something worth belonging to, and people come.
The receipts.
From ReMax to reborn.
Award-winning years at ReMax don’t build a brand… they build a track record. There’s a difference. We built the brand from scratch: positioning, logo, color, type, web, collateral. Bold, non-traditional, exactly what she asked for. The story changed. The positioning changed. The results followed… inquiries started coming in from across the country, not just the South Shore. That’s what the right brand story does.
From #3 to the #1 spot.
When a product launch stalls out of the gate, most teams push harder on the same message. I rebuilt it. Rewrote product and feature naming, reworked packaging, aligned retail displays and digital simultaneously, and briefed sales with the lift projections to back it up. Sales recovered. Then kept going. Separately, I saw the consumer shift to digital before the data confirmed it… rebuilt the strategy around PDP excellence and a post-purchase content system that turned buyers into a 100K+ community of brand stewards. Both moves contributed to the same outcome: #3 to #1.
A community built around a goal.
Community wasn’t the afterthought. It was Day One strategy. Launched UA Combines from a single live event and built it into a 10,000+ athlete community across seven sports and 50+ global events annually. The Combine testing day was the moment athletes trained toward… everything was built around that goal. That community became the foundation for Combine360 with IMG Academies: a credentialed training ecosystem that certified 1,500+ trainers and generated $2M+ in revenue.
Active recovery, built to move.
Oofos had what most brands chase: a patented product, a real recovery story, a global footprint. What they needed was a credentialed ecosystem to put it in the hands of professionals. Built the Active Recovery Academy from scratch with coach Marc Coronel… seven education modules, four CE credits, and three pre-launch trade show activations. Three thousand fitness professionals in the room before a single certification sold. That’s community built before the product launches.
Making the B2B to B2C leap.
Cybex knew how to sell to gyms. They didn’t yet know how to speak to the people in them. Led the full B2C transformation: end-user positioning, tone of voice, social presence, and an ambassador network of 100+ influencers built from zero. Built a 250+ asset sales enablement library that gave a 35-member global sales team one brand voice in every market. Delivered 70% social growth. Acquired by Life Fitness shortly after.
Dusting off a legacy.
Walked in and saw what the team inside couldn’t anymore: a bloated SKU portfolio cannibalizing itself, product copy written for the wrong consumer, and a digital shelf that wasn’t converting. Rewrote copy across the top 10 SKUs, replacing generic translated messaging with feature-led benefit hierarchy US consumers could actually act on. Cut the portfolio by 52%. Took the new story into retail… built the pitch, joined the meetings, told it directly. Seven new retail partners. 68% conversion lift. 46% off-Amazon growth. All of it in under 12 months.
Brands I’ve built with.
Don’t just take my word for it.
“His work ethic and network are huge assets.”
I have worked with BJ for over 17 years. He has supported me in my vision through 3 different performance-based businesses as well as most of my 21-year journey with the NBA World Champion Denver Nuggets. BJ is relentless, thorough but most of all loyal. He is exactly who you want to work with on your journey for greatness.
“BJ has all of this in spades.”
Plenty of marketers possess the vision for a brand. BJ has deployed it across multiple consumer-facing industries, onboarding quickly and rapidly establishing category expertise. What particularly distinguished BJ was his ability to execute and implement that vision. He made me all the more effective in my job, and it was both empowering and delightful to have BJ as my right-hand person.
“My business has grown by more than 24% so far.”
BJ & 13th Mile Marketing did a wonderful job building my website, setting up my business pages on social media, designing my brand logo and so much more. When BJ asked what I was looking to do, he just got it in only a few words. Working with BJ is worth your time, his fees, and I will provide every referral I can for him.