ABOUT
I GREW UP IN RURAL WESTERN KANSAS WHERE IT WAS FLAT, DRY AND SMELLY.
My first job out of college was a temp Production Artist gig for a company called Tracker Marine Group (they built and sold boats, mostly for fishing). They were based in Springfield, Missouri, with offices inside the corporate headquarters of Bass Pro Shops. Given my rural Kansas roots, I'd never even heard of Bass Pro Shops, much less Tracker Marine Group. And I definitely wasn't an avid angler or boater. But I moved to the Missouri Ozarks for that $9/hr temp job, and the journey began.
High School graduation with my ma. This lady raised two boys on her own—and we were a handful.
Fast forward almost 20 years, and I've worked exclusively in the outdoor industry. I've held titles like Creative Director, Graphics Manager, Senior Art Director and Retail Advertising Supervisor—all within exceptionally innovative Marketing Departments. I've learned so much, and I've had some amazing experiences along the way.
But here's the #realtalk:
I've now been laid off twice since 2020. Ouch. So, I'm beginning to wonder if this career I've built within the outdoor industry is sustainable. Maybe it's time I explored other industries.
Beyond the ability to jump into the Adobe Creative Suite and design for digital, print and more, the skills I've acquired and honed over the years are universal:
Team Leadership & Professional Development
Marketing & Brand Strategy
Agency/Client Relations
Project Management; Workflow/Process Improvement
Social Media/Content Strategy
If you're in the outdoor industry and would like to discuss how I might fit within your organization, let's talk. If you're in the healthcare industry and want to learn more about my 12 years of being a hands-on family caregiver, let's talk. If you work for an organization focused on sustainability and social responsibility, let's talk. Something else? Let's talk. Conversations are free and harmless. Let's have one.
WORK HISTORY
CREATIVE DIRECTOR,
MAJOR LEAGUE FISHING
2020—2023
Led the creative efforts for Major League Fishing’s brand platforms and revenue initiatives.
Conceptualized and designed various digital campaigns for MLF Fan Experiences, tournament registrations, sweepstakes and more.
Oversaw and implemented complete graphic support for our annual championship tournament and outdoor sports expo, REDCREST. This included large format print pieces, directional signage, experiential graphics, digital display graphics and more.
Developed and orchestrated the creation and delivery of MLF’s annual media value reports for Bass Pro Tour anglers. These reports included a full breakdown of both owned and earned media exposure, and were provided to anglers to showcase their media value to current and prospective sponsors.
Worked alongside Marketing Director to implement various omni-channel campaigns across social, display, out-of-home, broadcast, print and more.
Created brand identity guide to demonstrate correct brand usage.
Engaged directly with fans through activation events across the country.
Designed and launched MLF Champions Club subscription tackle box program, including boxes, monthly inserts, digital ad campaign, eBlasts and more.
CREATIVE DIRECTOR,
BASS PRO SHOPS
2015–2020
Cultivated an empowered, diverse team of up to 15 strategic creatives, including Art Directors, Designers, Production Artists, Copywriters, UI/UX Designers and Traffic Coordinators.
Executed marketing for over 350 marine/ATV dealerships, eight boat brands and an ATV brand: Tracker Boats, Ranger Boats, Nitro Boats, Sun Tracker Boats, Triton Boats, Mako Boats, Regency Boats, Tahoe Boats, Tracker Off Road and Bass Pro Shops/Cabela’s Boating Centers.
Directed social strategy and content production for all brands, on Facebook and Instagram, posting two to four times per week, including influencer/ambassador programs and live coverage at industry events across the country.
Championed pilot program for new project management platform, Workfront, which dramatically improved efficiency of the marketing department, introducing digital proofing, a centralized request portal, automated workflows, custom reports and more, ultimately serving as Group Admin.
Developed and maintained Style and Identity Guides for all brands—conducting strategy audits and presenting to executive leadership to ensure alignment prior to the new model year.
Led brainstorm sessions, initiated kick-off meetings and developed briefs to execute omni-channel marketing plans, product launch campaigns and other complex projects.
Served as point of contact for, and partnered with, independent contractors, outside agencies and vendor partners on various special projects—from branding initiatives to sourcing new software tools.
GRAPHICS MANAGER,
VISTA OUTDOOR
2011–2015
Led creative team of seven in support of 12 leading brands in the hunt/shoot, outdoor accessory and eyewear industries: Bushnell, Simmons, Tasco, Primos, Hoppes, Butler Creek, Millett, Uncle Mike’s, Final Approach, Bolle, Serengeti and Cebe.
Oversaw multiple rebranding initiatives—heavily rooted in multi-language package design for distribution to major retailers like Amazon and Walmart.
Built and staffed in-house photo/video studio, significantly reducing outsource expenses and increasing internal capabilities.
Designed and implemented new organizational structure for art files—tying directly into the product management database to ensure accuracy.
Helped launch Vista Outdoor in 2014 after ATK acquired Bushnell in 2013.
CREATIVE MANAGER,
BASS PRO SHOPS
2009–2011
Oversaw and participated in all aspects of concept, design and production of 16- to 52-page direct-mailed and newspaper-inserted tabloid advertisements for 56 unique retail locations, bi-weekly, while adhering to corporate graphic standards.
Created annual production schedules to manage large, complex projects with firm, overlapping deadlines and short turnaround times—working collaboratively across multiple teams and departments to ensure success.
Supervised photo shoots on location and in studio, providing creative direction and securing final approvals from executive leadership.
Managed all aspects of a nine member team consisting of salaried Art Directors, Copywriters, Traffic Coordinators and hourly Production Artists.
DON’T TAKE MY
WORD FOR IT
“Chris was often serving best as a voice of reason that was encouraging a group to elevate and do whatever they were striving to do, even better and more effectively. While his role was anchored in oversight of creative delivery and execution, he was particularly strong in areas of strategic thinking and solutions, and was at his best when leading a group to ensure the strategy was tightly clarified, allowing smartly executed tactics to more easily fall into position.”
- AGENCY FOUNDER,
ST. LOUIS, MO
“Chris was a strong advocate for my promotion and directly helped lay the foundation of a new UX team. Chris is a good listener and values other opinions. He is objective, creative and mindful with all the work he is involved in; regardless of visibility. I watched Chris work through many tough situations with determination and perseverance; always looking to improve for the good of the company.”
- SR. UI/UX DESIGNER,
SPRINGFIELD, MO
“Due in large part to Chris' leadership, our agency + brand teams worked together forming one of the more unique and rewarding relationships I've ever experienced, collaborating on strategic and creative initiatives and breaking traditional "vendor" models and relationships to create impactful work. He's passionate and empathetic, two traits that are rarely paired together in our industry. He's solutions-oriented and isn't afraid to embrace outside the box or nontraditional ways of working to get the job done.”
- sr. strategist,
new york city, ny
“One of Chris’ superpowers is having the ability to take a couple steps back, look at the situation objectively, and identify a set of considerations no one had considered. Chris is also an excellent mentor, always looking to lift his team up and make them even sharper. Work with Chris. You will not regret it.”
- STRATEGY DIRECTOR,
KANSAS CITY, MO
“Chris is a talented, disciplined and forward-thinking marketer with strong creative management ability, accustomed to performing in a fast-paced environment that demands superior creative solutions to support national brands that are leaders in their categories.”
- MARKETING DIRECTOR,
SPRINGFIELD, MO
“Chris was the boss that I could only dream of. He was kind and fair and listened to me and made me feel valued. He was a leader I could look up to and through his leadership, I felt like I not only developed as a graphic designer but as a person.”
- GRAPHIC DESIGNER,
SPRINGFIELD, MO
“Chris is a great team leader and manager. He works hard to keep us all on track to meet our goals and deadlines. He gives great creative direction and insight on our projects to insure we are producing our best work for our internal clients.”
- SR. ART DIRECTOR,
SPRINGFIELD, MO
“In my career I've discovered that the makeup of a "boss" is someone who is both a leader and manager; these are distinct things. The ideal superior is both, but I found that balance elusive until I began working with Chris. He leads in the trenches by example, constantly striving to improve every aspect of each project, from protocols to minute details, and he's never afraid to speak in his team's interest. Chris is simultaneously in everyone's corner and teases out strength in areas that would otherwise be shortcomings.”
- SR. COPYWRITER,
FLIPPIN, AR
“Chris is a talented creative with terrific interpersonal skills. He is both a strong individual contributor and an effective leader and team player.”