I’m the operator founders bring in when the company is working hard and it still isn’t compounding. I find the structural cause under the visible symptoms and point the effort at it.
Helped create the category and build a global metabolic-health company that partnered with Abbott, Oura and Garmin. Built the category; timing beat the company.
The story →
Helped build the category and a global brand around it.
Co-founder, Chief of Staff and CMO across the arc: investor & board comms, aligned teams, partnerships from pro athletes to Fortune 100 Abbott, Oura, Garmin.
The most-followed team in professional cycling, built on a mission.
The first all-diabetes pro cycling team. Helped grow it into a marketing powerhouse since 2013; its Novo Nordisk partnership now runs through 2031. Serve as one of the first female executives in men's professional cycling.
Pre-launch idea to a funded, live platform in months.
Structure for a brilliant, over-extended founder: launched the product, evolved to help find Product-Market Fit, and moved into VC due diligence.
Helped a WorldTour rider become more than a name in the peloton.
Steered his strategic planning and communitcation from 2017 to his retirement. Supported in successful post-racing career trajectory.
A healthy CAC that couldn’t scale: the ceiling was upstream.
Found the leaky bucket under the ad account: onboarding filtered out half of every cohort, and 77% of the owned audience had gone quiet.
Stood up a relief nonprofit from nothing within 50 hours of the hurricane.
After Hurricane Helene hit western North Carolina: brand, message and public presence, built fast when speed and information was the whole point.
For 15+ years I’ve been the operator behind founders, elite athletes and scaling brands from Washington DC communications, through a decade in professional sport, to co-founding a metabolic-health company.
Working behind the scenes is how I work; it’s not what you’re buying. What you’re buying is the read: finding the structural cause under the noise and pointing the effort at it.
More about meFind the one cause every visible symptom traces back to.
Point the existing effort at it. Usually less activity, not more.
Leave the team able to hold it without me in the room.
CROWLOFT