I’m excited. Proud. Nervous. Optimistic. Scared. Hopeful. But most importantly, grateful.

Total transparency: Leaving the corporate world behind isn’t hard, but leaving the security of it certainly is. As I decided to embrace the freelance world full-time with the rebirth of Iris Outdoors Co, the unknown of tomorrow was quickly a scary thing, but also the most exciting thing I could ever imagine. For years if you asked what I’ll be doing in 6 months, I knew the answer. It was easy and secure, and certainly the “normal” way of doing life. Now I have no clue what tomorrow brings most days, and I couldn’t be happier. It drives me to succeed like nothing else and provides a true amount of freedom I never knew was possible. The best of both worlds? Damn right.

I took a 2 year hiatus from Iris Outdoors Co and just before doing so I wrote a blog giving a glimpse into my personal background. This is the updated version, and the start of the next chapter in my life. Give it a read. Give the new website a little run through. Give me your honest feedback.

Thanks in advance for giving a damn, I appreciate every single one of you.

Behind The Lens

My career in the outdoor industry began in 2012 with Hell’s Bay Boatworks. I took on a sales role (1 of 2 for the entire globe) and spent 4 years building incredible relationships with all corners of the fly fishing world; from fishing guides and tournament anglers, to lodge owners and government agencies, along with the biggest brands in the sport, and even my TV show idols from when I was just a little kid falling in love with fishing from the couch every Saturday morning. I was living in a dream, and quickly understanding that my love for fishing was far more about the connections being made than any big redfish on the end of my line. A sales role, which I never intended on claiming as a profession, gave me a true understanding of the customer, the industry, and the importance of selling an experience over just a product. I was hooked.

Fast forward 8 years and a couple other sales roles in the boating and fishing space, I was aching to release my creative side, something that has always been a huge part of my life. From drawing as a child, to playing guitar and writing original songs, my love for art in any form was a constant in life and would eventually lead me to picking up a camera to capture the outdoor pursuits that shaped my 20s. I quickly found myself loving the back of a skiff instead of the bow, where I could enjoy the sight of someone else landing their first tailing redfish. My "catching-needs” were overly fulfilled by this point and photography let me embrace the opportunity to create memories that could truly live on in a physical form. So I took a leap of faith and started this little business as a way to keep me accountable to what I felt was an obligation to capture my greatest pursuits with so many great friends.

What began as a side hustle would ultimately lead to a full-time job with a highly reputable marketing agency, and a major career switch away from sales. I worked as the Content Director and in-house digital producer, helping major national brands grow amongst the ever-changing digital landscape. I built content strategies to help brands understand how each piece of the marketing puzzle is equally important, and how to make them all work in synchrony. I ran multiple social media accounts at once. I produced, shot, and edited tens of thousands of photos. I built a small team of creators and learned what it takes to be a good manager. I realized the importance of e-mail marketing and quickly became an expert at building campaigns that drove significant revenue. I consulted on new website designs, and even product development. And as always, I turned clients into friends, which I’m most grateful for.

Coming from a family of entrepreneurs, I’ve always known my destiny. So at the beginning of 2023 it was time I officially went my own way to focus on building Iris Outdoors Co into what I’ve always hoped for. That long sales career has given me a unique marketing perspective to help brands grow. I believe in a no-BS approach, utilizing messaging and imagery that speaks directly to our core audience, all backed by real-world data. The consumer deserves authenticity from the brands they support, and I stand behind that wholeheartedly.

To every client who’s trusted in me since day one, I can’t thank you enough. This industry has given me an amazing life in such a short time, and all I want to do is give everything I can back to it. So, how can I help?

All my best, always.