For 15+ years I’ve been the operator behind founders, elite athletes and scaling brands — the one who turns a big vision into something that actually moves.
I didn’t set out to be a consultant, a marketer, or a strategist. I set out to build.
Growing up between Virginia and Connecticut, I was drawn to big ideas and ambitious people. That took me to Washington DC — policy, research, communications — spaces full of strategy but often short on execution. I realised I thrived where things actually moved forward.
That took me to professional sport, where I spent more than a decade helping global brands, teams, elite athletes and performance-driven companies craft strategic communications and partnerships, and position themselves for growth, including Team Novo Nordisk, the all-diabetes pro cycling team I helped grow since 2013 into the most-followed team in the sport.
Then I co-founded a company and learned the job from the inside.
It began with a conversation at a training-camp hotel in early 2019. We worked the deck through the Tour of California that spring and had our anchor partnership signed by that July. I stayed from that first idea until we wound down operations in 2024.
As co-founder and Chief of Staff (and CMO for a stretch), I built the investor and board communications, pulled siloed teams into one data-driven operating rhythm, and ran partnerships from professional athletes to Fortune 100 relationships. We took it from concept to a global metabolic-health brand alongside Abbott, Oura, Garmin, and more.
Built the category; timing beat the company. The bet we made is now everywhere and it cemented what I do best: turn a vision into structured execution.
CROWLOFT