Vossen Wheels
2010-2015
This is the origin story. I joined Vossen when the automotive aftermarket industry was shifting to digital and nobody had a playbook. I wrote one. Over five years, I transformed Vossen from a product company into a global lifestyle brand — one of the first in the industry to lead with culture, storytelling, and community rather than product specs.
- Scaled Instagram from 0 to 950,000+ followers organically
- Pioneered a content ecosystem brands now pay millions to replicate
- Directed video-first wheel line launch — pre-orders and media coverage
- Vossen World Tour: content across 12+ countries — Tokyo, Paris, Moscow, Toronto
- Led co-branded campaigns with industry's most prominent creators
- Built the playbook for automotive lifestyle content on social
