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Brand + Product Advisor
I build worlds brands can live in, then turn them into growth machines. From zero to $300M+ in revenue. $50M+ raised. Startups, DTC, Web3. Clarity, connection, momentum; always in that order.
Former DJ. Still mixing energy, just with brands now.
Recent Work
UX Strategy / E-Commerce / Consumer AI
Omnia Fishing – AI-Powered Maps & Ecommerce
Selected for Google AI Academy. Led UX strategy that delivered an 800% increase in map assistance use, tripled loyal users, and boosted 4–5 star reviews by 39%—building a seamless spatial commerce experience that blends fishing intel with product discovery.
Brand Universe / DTC & Experiential Retail
Karl’s Fishing & Outdoors
Helped build Karl’s Fishing & Outdoors from viral mascot to 100K-visitor e-commerce hub, then into two award-winning interactive retail stores mixing fishing, oddball installations, and “what did I just walk into?” energy.
E-Commerce / DTC UX
Shop Karl’s
Turned Shop Karl’s into a 100K+ visitor hub—built on playful, intuitive UX—and named one of America’s Best Online Shops by Newsweek.
E-Commerce / Experience Design
Everest.com – Chief Experience Officer (CXO)
Rebuilt the entire marketplace experience for Everest.com, an outdoor gear e-commerce platform. Led strategy, UX, and growth initiatives that improved Google Core Vitals from 10 to 82 (Mobile) / 92 (Desktop), while driving +158% revenue, +141% completed orders, +348% goal conversions, +87% user growth, and +93% retention.
Brand Voice / Content Strategy
Everest Mascot
Created the Everest Mascot with a viral, irreverent brand voice—fueling record-low CPC (316% below Instagram’s avg) and a +293% spike in followers within 30 days.
UX / E-Commerce
LuckyVitamin – UX Lead
Led the redesign of LuckyVitamin, a GNC-owned health and wellness e-commerce site. Rebuilt the user experience end-to-end, improving navigation, merchandising, and conversion flows—work that helped position the company for acquisition by TSG Consumer.
E-Commerce / Lifecycle Marketing
Omnia Fishing – Email Strategy
Built onboarding flows and campaign journeys that turned members into repeat buyers. A new onboarding email drove a 38.49% higher CTR than the old version and contributed to an +11.23% YoY lift in email revenue. One featured campaign alone delivered a 268% CTR increase, proving the power of smart design and targeting.
Brand Guidelines / Voice & Consistency
Karl’s Fishing & Outdoors Guidelines
Developed brand guidelines that unified Karl’s voice across an ecosystem of 300K+ social followers, 2 award-winning retail stores, and the Karl’s Fishing & Outdoors e-commerce platform. Built consistency in tone, design, and storytelling—turning Karl’s into a recognizable and trusted brand universe.
Retail Product Launch / Premium Experience
Mystery Tackle Box – Reserve Crate
Pitched and launched the $200 custom wooden MTB Reserve crate—featured at Dick’s Sporting Goods and Public Lands. The order jump spiked 33,233%, and the viral product generated 100K+ organic impressions, turning a premium idea into a cult retail moment.
Funnel Optimization / Landing Pages
Omnia Fishing
Designed and optimized landing pages tied to funnel strategy—driving app downloads and fueling rapid growth. Within four months, this work contributed to a 200% increase in membership, turning traffic into a thriving user base.
App Experience / Onboarding
Omnia Fishing App
Redesigned the onboarding experience for the Omnia app—streamlining first-use flows and connecting new users to fishing insights faster. Helped drive over 100K downloads on Android and boosted trial starts, turning installs into active anglers.
Co-Founder / UX
CraftJack – Home Services Lead Generation
Co-founded and designed CraftJack, a home services lead generation platform. Built the UX and product from the ground up, scaling it into a category leader and successfully guiding the company to acquisition by HomeAdvisor.
Brand Ecosystem / Private Label
Catch Co. – 10,000 Fish
Built the 10,000 Fish private label into a full brand ecosystem; spanning retail placement, packaging design, and social storytelling. The line grew a 20K+ Instagram following and became a standout in Catch Co.’s portfolio, blending product innovation with a bold, collectible identity.
Chief Creative Officer / DTC & Retail
Catch Co. – Mystery Tackle Box / Brand
Led creative that took Mystery Tackle Box to the #1 fishing SKU at Walmart and Dick’s Sporting Goods. Helped secure a $38M Series B and launched 8 private label and 3 influencer brands, shaping a cult following in fishing.
Collaborative Packaging / DTC & Retail
Googan Squad × Catch Co.
Led collaborative packaging design for Googan Squad, creating a product series that became one of the top-selling fishing SKUs at retail, including Dick’s Sporting Goods.
Content Strategy / Creative Engagement
Catch Co. Campaigns
Grew nearly 1M followers across Mystery Tackle Box, Shop Karl’s, and private label brands—while driving 300%+ organic traffic growth in a year and boosting SEO-driven site traffic by 36%. Built content frameworks that turned social engagement into product launches, blog/newsletters, and on-site conversions.
Product Launch / Retail Storytelling
Googan Squad × Dick’s Sporting Goods
Led the launch of Googan Rods—building landing pages, product storytelling, and campaign creative that brought the brand’s voice to life. The launch quickly became one of the top-performing product debuts at Dick’s Sporting Goods, cementing Googan Squad as a retail powerhouse.
Storytelling / Brand Website
BioSpawn – Catch Co.
Created the BioSpawn brand site with a sci-fi storytelling lens—“artificial life forms designed to outfish.” Blended futuristic design with product education, elevating a private label into a cult favorite within Catch Co.’s portfolio.
Experiential Design / Brand Activation
Catch Co. – Bassmobile
Designed the wrap and experience for the world’s first Bassmobile—a rolling brand activation that blurred stunt marketing with community engagement. The Bassmobile turned heads on highways and at events, becoming a social magnet and earning coverage in Adweek.
Packaging & Brand Experience
Snag Proof – Zoo Series (American Baitworks)
Led packaging and in-store experience design for the Snag Proof Zoo Series. Bold, character-driven creative brought the brand to life on shelves—earning placement in Walmart retail stores and creating a disruptive presence in the aisle.
Retail Collaboration / Seasonal Launch
Mystery Tackle Box × Walmart – Fishmas Advent Calendar
Created and launched the world’s first fishing Advent Calendar, 12 Days of Fishmas. The Walmart-exclusive release moved 247,000 units, became a seasonal retail hit, and was featured on CNN and in The New York Times.
Content & Creative Strategy
Omnia Fishing
Built a content system centered on education—helping anglers interpret water and make smarter decisions. Developed and executed a targeted TikTok content series that drove a 10× lift in organic engagement, blending product positioning with hands-on fishing education.
Packaging & Brand Experience / Creator Collabs
Catch Co. – Collaborations
Led packaging and brand experience for Catch Co.’s private label collaborations with creators—including Bucca Bullshad and other cult fishing brands. Brought storytelling and design together to give each launch a collectible feel, turning product drops into cultural moments for the fishing community.
Startup Funding / Pitch Decks
Catch Co., Omnia Fishing, Everest
Built and designed pitch decks across multiple stages—Seed, Bridge, and Series B—helping secure over $50M in funding. Experience spans storytelling, brand positioning, and investor materials that translated vision into growth capital.
Retail Experience / Tradeshow Design
Catch Co. & American Baitworks Experiential
Designed retail endcaps and experiential displays featured at Walmart, Academy, Scheels, and Dick’s Sporting Goods, as well as industry stages like ICAST and the Bassmaster Classic. Blended packaging, storytelling, and in-store theater to create retail experiences that stood out on shelves and at trade shows.
Beginner Product / Brand Launch
Catch Co. – Cast & Seek
Developed and launched Cast & Seek, a beginner-friendly fishing kit designed to lower the barrier to entry for new anglers. Built the site experience and worked with the team on kit booklets and storytelling. The product generated 100K+ organic impressions, created buzz at ICAST, and positioned Catch Co. as the go-to for entry-level fishing innovation.
About Me
I create at the edge of AI, content, and commerce. From Catch Co. to Omnia Fishing, I’ve led the full funnel; every touchpoint from product to community. Now I’m building AI interfaces, social characters, and campaigns that make complex decisions simple, intuitive, and human.
Because boring never works.
My Process
I go beyond logos—my work is about worldbuilding. Crafting ecosystems that live in the consumer’s mind, where every touchpoint builds trust and recognition. The results? Organic, high-impact growth, fueled by collaboration and scaled by creativity.
Discovery
Find the signal in the noise. Workshops, moodboards, and story sparks.
Ideation
Build worlds, not logos. Mascots, viral loops, and sticky stories.
Differentiation
Systems that scale. From social buzz to apps to AI, designed to own attention.
LinkedIn works too. Call me Vince.
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