Selected employment experience / 2020–2025
Island Creek
Oysters.
Connecting a premium seafood brand’s growth with the people, systems and execution behind it.
SEAFOOD · COMMERCE · HOSPITALITY
Vice President, Sales & Marketing
Chief of Staff to the CEO · Earlier roles in ecommerce leadership
The opportunity
Island Creek combined an oyster farm, chef and restaurant wholesale relationships, nationwide ecommerce, hospitality, and packaged seafood. Each offered a different way to experience the brand. The commercial opportunity was to make those connections stronger while preserving the product quality and sense of place that made Island Creek distinctive.
My role
Over more than five years, my responsibilities grew from ecommerce leadership to VP of Sales & Marketing, alongside serving as Chief of Staff to the CEO from 2022 to 2025. I owned the direct-to-consumer P&L, led the B2B sales division and its revenue portfolio, and worked across marketing, customer experience, technology and fulfillment. Alongside the CEO, I led annual company goal-setting, strategy and budgeting, aligning leadership around priorities and execution.
Scaling direct-to-consumer commerce
Owned the DTC P&L and led ecommerce through the pandemic demand surge and subsequent growth. Directed acquisition, email, loyalty, merchandising and customer service, aligning demand with the operational requirements of shipping perishable seafood nationwide.
Leading B2B sales across fine dining and food retail
As VP of Sales, I led the B2B sales team and owned the division’s revenue portfolio, serving Michelin-starred restaurants, hospitality groups and specialty food retailers. My team managed the customer relationships across that portfolio.
Selected customers served by Island Creek’s B2B division during my tenure:
- The French LaundryThree Michelin stars
- Per SeThree Michelin stars
- Le BernardinThree Michelin stars
- EatalyFood retail & hospitality
- Union Square Hospitality GroupRestaurant & hospitality group
Leading digital transformation
Led the consolidation of digital properties into a unified Shopify ecosystem, directing business priorities and development partners to connect product shopping with the broader Island Creek experience. Aligned design, technology and commercial execution around the customer.
Leading product and channel expansion
Led the tinned-fish expansion and domestic cannery initiative, extending the brand into shelf-stable products. Directed caviar merchandising and storytelling, broadened the seafood assortment, and led expansion into the grocery channel.
Driving hospitality expansion
Led the Seaport Raw Bar opening initiative and conceived, owned and executed its community-backed campaign built around prepaid hospitality experiences, connecting customer engagement with the launch of a new location.
Establishing company-wide execution and accountability
Introduced Agile and Objectives and Key Results (OKRs) across the organization and led their cross-functional implementation. Owned the design and rollout of company-wide KPIs, performance tracking and accountability. Connected annual strategy to team objectives, measurable results and clear ownership, establishing the management cadence to review progress and drive follow-through.
What this brings to your business
From growth priorities
to coordinated action.
My Island Creek experience combines commercial leadership with company-wide strategy and execution: setting direction, allocating resources, launching new products and channels, and establishing accountability across teams. I bring that same ownership to founders who need an experienced operator to turn growth priorities into coordinated action.
Let’s talk about your business →Personal account of work performed as an Island Creek employee. The customers named above were served by Island Creek’s B2B division during my tenure. These were not Hogan Consulting engagements, and inclusion does not imply endorsement by Island Creek or its customers.