JAX MARIASH Mustafa

PROFESSIONAL RESUME | https://www.linkedin.com/in/jaxmustafa/

PROFILE

Strategic, results-driven executive with 15+ years leading marketing, e-commerce, and general management to accelerate growth, transform brands, and drive operational excellence. P&L owner for $10M–$100M businesses with a track record of scaling high-performing teams (20–80+) and executing global go-to-market, D2C/multichannel, and digital transformation strategies. Expert in overhauling multi-channel, surround-sound marketing at key inflection points—elevating brand equity, optimizing performance and retention, and delivering measurable revenue and margin expansion.

STATEMENT OF PURPOSE

I am driven by building and scaling brands at pivotal inflection points—where decisive leadership, integrated strategy, and disciplined execution unlock outsized growth. Over the past 15+ years, I have led marketing, e-commerce, and general management across businesses ranging from $10M to $100M, consistently delivering revenue acceleration, brand transformation, and operational excellence.

My experience spans VP and C-suite leadership with full P&L ownership, where I have built and scaled high-performing teams, modernized go-to-market strategies, and implemented multi-channel “surround sound” marketing ecosystems that connect brand, performance, and customer experience. I have led initiatives including doubling revenue through e-commerce transformation, driving triple-digit growth across digital channels, executing post-acquisition brand overhauls, and expanding distribution across D2C, wholesale, and global markets.

I specialize in turning complexity into clarity—aligning teams, optimizing systems, and deploying data-driven strategies that improve customer acquisition, retention, and lifetime value while expanding margins. My approach combines financial rigor with bold, customer-centric innovation, ensuring that growth is both scalable and sustainable.

I am seeking to partner with organizations ready to scale, evolve, or reinvent—where I can bring strategic vision, operational discipline, and a proven ability to translate ambition into measurable business results.

AREAS OF EXPERTISE

Executive Leadership & Strategy: Executive and C-suite Leadership (CEO, CMO, CFO), Strategic Planning & Execution, Cross-functional Team Leadership, P&L Management, Business Growth & Scaling, Stakeholder Communication

Marketing & Brand Growth: Integrated Marketing Campaigns (Digital, Paid, Social, PR, Email/SMS), Brand Strategy & Identity Overhaul, Go-to-Market (GTM) Planning, Influencer & Affiliate Marketing, Event Marketing, Content Marketing, Customer Engagement & Retention

E-Commerce & Digital Expertise: Shopify & D2C Platform Management, Omnichannel E-Commerce Strategy, SEO/SEM Optimization, Conversion Rate Optimization (CRO), Subscription Model Development, UX/UI Collaboration, Third-Party Channel Management

Operational & Analytical Skills: Budgeting & Forecasting, Financial Planning & Risk Management, KPI Development & Performance Tracking, Market Research & Competitive Analysis, Process Improvement, Negotiation & Contract Management

EXPERIENCE

Vice President of Marketing and E-Commerce, Alien Gear Holsters                                        May 2024 to April 2026

Post Falls, ID

  • Lead and scale the integrated marketing, e-commerce and customer service teams across brand strategy, digital acquisition, retention, and creative.

  • Drive measurable revenue growth across DTC, wholesale, and emerging channels.

  • Overhaul new Shopify e-commerce platform for 15k skus in 9 weeks - lifted site conversion to ~3% and weekly online sales +62%.

  • Build systems, processes, and operational efficiencies to support rapid scaling.

  • Influence strategic decisions with other senior leadership members and the board.

  • Own KPIs including customer acquisition cost (CAC), lifetime value (LTV), conversion rates (4.53%), and overall P&L contribution.

  • Own DTC KPI’s including scaled Digital Advertising ROAS ~9x), site traffic (+154%), SEO (avg position 5.1, CTR 1.6%, ~3K keywords top 3, ~9k keywords top 10), Email Marketing (+67%), SMS marketing, and Social, with overall subscriber base ~3 mil.

  • Own field marketing KPI’s including ambassadors, Influencers and custom events.

  • Drive growth on third party sales channels including Amazon revenue (+240%).

  • Ensure brand consistency, quality of execution, and performance metrics are met across all consumer touch points

  • Own trade marketing and boot execution at key trade shows.

  • Lead branding overhaul and concept new packaging and merchandising rollout for all sales channels and products.

President & CEO, Apex Ski Boots                                                                                          Apr 2023 to May 2024

Golden. CO

  • Served as President & CEO, for a D2C-first ski boot manufacturer; owned full P&L, operations, finance, marketing, and corporate strategy.

  • Overhauled brand and executed go-to-market for new product lines across D2C and wholesale (51 retail doors in North America and Europe), driving over 50% sales growth.

  • Lead product design and execution with the factory.

  • Optimized pricing, inventory, and financial planning to improve gross margin and working capital efficiency.

  • Built a data-driven commercial organization and launched performance marketing, CRM, and subscription pilots to increase acquisition, retention, and average order value.

Vice President of Marketing, Erem Footwear                                                                              Apr 2021 to Apr 2023

Remote

  • Directed a 28-person marketing organization and agency partners to implement a D2C-first omni channel growth strategy for a new footwear brand from the legacy Timberland founders.

  • Defined brand positioning and go-to-market plan

  • Lead a product launch that became the 3rd largest footwear campaign on Kickstarter raising over 90k.

  • Scaled paid acquisition and organic channels; optimized media, CRO, and SEO to improve ROAS over 8x, conversion rates, and customer lifetime value.

  • Built strategic retail, influencer, and partnership programs to expand distribution and strengthen brand equity.

CAREER TRANSITION. NOV 2019 TO APR 2021

  • Sold Coffee Company for a profit and took time off to run 45 x 13,000 and 14,000 peaks in the Colorado Mountain range and decide on my next career focus.

Founder & CEO, Stoked Roasters and Coffeehouse                                                                 Sep 2013 to Dec 2019

Hood River, OR 

  • Founded and scaled a craft coffee roasting and retail business to four locations and a wholesale/e-commerce channel; negotiated a profitable exit in November 2019.

  • Built and led an 80-person team; owned P&L, operations, and financial planning—achieving $2M EBITDA.

  • Created brand identity and go-to-market strategies for 20+ products.

  • Launched successful e-commerce and subscription models to increase recurring revenue and customer LTV.

  • Established budgeting controls, optimized spend to minimize burn, and negotiated acquisition terms to expand the business base.

Marketing Director, Powderbird Helicopter Skiing                                                                   Jan 2013 to Nov 2019

Snowbird, UT

  •  Drove customer engagement strategy across Utah and Greenland operations, doubling sales and expanding audience reach.

  • Led sponsorship strategy, partnerships, and activation to increase brand visibility and revenue.

  • Directed brand relaunch, including identity, website, and marketing assets.

  • Executed integrated marketing campaigns across digital, print, events, and grassroots channels.

PROFESSIONAL WORLD CHAMPION ULTRA RUNNER OCT 2012 TO OCT 2019

Worldwide

  • Widely recognized as the “Queen of the Desert,” I built a global reputation in self-supported ultramarathon stage racing, inspiring athletes worldwide through both performance and purpose-driven storytelling.

  • Made history as the first woman to complete the prestigious 4 Deserts Race Series Grand Slam Plus—one of the most demanding endurance achievements in the world.

  • Named the 2016 4 Deserts Female World Champion and earned multiple elite podium finishes, including Female Champion and first American Champion at the 2018 Grand to Grand Ultra, and a top-10 finish (6th female overall) at Marathon des Sables.

  • Led a year-long endurance run initiative to raise awareness and funds for cancer research, while promoting the power of movement and active lifestyles.

  • Additional competitive highlights include: top-10 female finish at the Leadville 100 Trail Race; 2nd place female at the Leadville 10K; Female Champion at The North Face 50 Mile (Park City); 2nd place at the Escalante Marathon; and Female Champion with a course record at the Jackson Hole Marathon. Early Triathlon and Duathlon results 1998-2008: Duathlon Long Course World Bronze medalist. Double National Champion in duathlon and triathlon. Full results and endurance journey: http://www.wonderwomanjax.com/results

Head of Marketing, Founder                                                                                                       Nov 2012 to Nov 2019

Remote

  • Built and led a full-service agency serving 26 D2C, hospitality, and outdoor brands, delivering strategy, creative, paid media, CRM, and analytics.

  • Directed go-to-market, acquisition, and retention strategies to drive sales growth, maximize customer lifetime value, and improve media efficiency.

  • Oversaw agency operations, including P&L, staffing, budgeting, vendor partnerships, and client reporting to deliver measurable business results.

Marketing Director, Native Eyewear                                                                                           Dec 2008 to Nov 2012

Denver, CO

  •  Launched a new e-commerce platform and multichannel strategy, doubling revenue from $10M to $20M.

  • Led retail marketing, fixture design, and multichannel programs for independent and big-box partners to drive sell-through.

  • Directed post-acquisition rebrand, including positioning, packaging, and retail merchandising.

  • Built and led a 50+ athlete ambassador program, agency partnerships, and 50+ event activations.

  • Created a multi-year viral marketing campaign that generated millions of impressions and elevated brand awareness.

Marketing Director - Retail & Wholesale, Crocs Footwear                                                           Apr 2006 to Jan 2008

Boulder, CO

  • Accelerated revenue to multi-million dollars within one year through integrated retail and wholesale marketing strategies.

  • Led the launch of the Crocs retail footprint, designing three flagship stores and scaling to ~20 outlet locations.

  • Directed retail marketing for major big-box accounts, developing merchandising and promotional programs to drive sell-through.

  • Oversaw trade show strategy, booth design, merchandising, and national campaigns to support wholesale growth and retail expansion.

Store Manager, Lucy Activewear                                                                                                Dec 2002 to Apr 2006

Denver, CO

  • Launched grassroots marketing and regional PR programs to build brand awareness and local market traction.

  • Led 75 store openings and developed scalable training programs to ensure consistent operations and customer experience.

EDUCATION

Arizona State University                                                                                                            Aug 1998 to Dec 2002

Bachelors in Business Management, Tempe, AZ

AWARDS

2016 4 Deserts Female World Champion