Three problems, what I did about them, and what happened.
Rebuilding a 50-year-old magazine that had no advertising to hide behind
Motorcycle Consumer News · Editor-in-Chief · 2016–2020
The situation
MCN was the “Consumer Reports of motorcycling” — a half-century old enthusiast monthly print magazine funded entirely by subscriptions, with no advertising revenue. That funding model is unforgiving: every renewal is a direct verdict on whether the content was worth paying for. The brand was aging, the archive was trapped in print, and the book hadn’t shipped reliably in years.
What I did
- Rebuilt the editorial structure and voice, and restructured monthly content into defined sections readers could navigate.
- Built and mentored a 20-person remote staff and contributor team, and renegotiated every contributor contract to capture digital publication rights at existing rates.
- Analyzed subscriber data and grew electric, backcountry and women-oriented coverage to match where the industry was actually going.
- Directed the in-house print-to-digital transition on WordPress and planned conversion of 50 years of archive content to SEO-indexable digital.
The result
- 75% renewal rate sustained — well above industry average — while raising the subscription price 15%.
- Conversion costs cut 50% through targeted campaigns and a website redesign.
- 20% reduction in content costs from the contract restructure.
- Grew the book from 32 to 48 pages while personally producing up to 60% of monthly content.
- Delivered every issue on budget and on deadline for four straight years — something that hadn’t happened in a decade.
“It’s better now than when I started it.”
—The magazine’s founding editor, writing in his own column
Turning a 1,000-dealer network into a product development instrument
Scorpion Sports / EXO · Product Development Director · 2011–2013
The situation
An international helmet and technical apparel manufacturer needed to compete on product rather than price, in a category where riders make decisions on protection they cannot personally verify.
What I did
- Ran competitive and consumer trend analysis through a 20-person outside sales team across a 1,000-dealer network — turning the channel into a continuous research feed that directed new product development.
- Built go-to-market strategy, forecasting, ROI and KPI frameworks for new product introductions.
- Designed dealer and sales training that made staff credible product experts, not order-takers.
- Developed and copyedited a 5,000-SKU catalog, cutting order errors.
The result
$1M in quarterly sales, driven by dealer development, product education and value-proposition training rather than discounting.
Making formulation science legible to riders, dealers and industrial buyers
Premium synthetic-lubricants brand · Technical Editor, Motorsports & Industrial · 2022–present
The situation
Synthetic lubricants are a category where the product genuinely is the science, the differences are real but invisible, and three very different audiences — enthusiasts, dealers and industrial buyers — need the same truth explained three different ways.
What I did
- Built and manage cross-channel content spanning marketing, editorial, digital and social across a multi-category portfolio.
- Authored and maintain a library of more than 500 technical documents.
- Translate formulation science and engineering test data into product stories, category education and trend content.
The result
A single consistent brand voice across every consumer, dealer and industrial touchpoint — and a technical library the sales organization can actually use.
Published work
Issues of Motorcycle Consumer News and selected features are collected in the archive. Current editorial work appears in Classic BMW Motorräder, where I serve as Editor-in-Chief — and modernized the brand’s logo, wordmark and subscription website.
CREATE | CONCISE | CONTENT 