tuned in brand amplification
soul founder &
Chad started out in the Business to Business marketing world with The Franz Group Inc (TFG). TFG eventually created a remote position for Chad so he could successfully develop client brands while also living out of a 1988 Dodge Caravan and pursuing a career in professional mountain-bike racing. As an itinerant bike bum/marketing professional, Chad dove into the experiential marketing style of the 2000’s to develop his own brand as a Cyclist.
Fast forward and Chad found himself in the funky little mountain town of Lyons, CO – the birthplace of Oskar Blues Brewery (OB). Chad first bartered his marketing expertise and many hours filling cans of beer for a custom Dale’s Pale Ale Maverick bike; then went on to manage sales and distributor relationships on the western slope of Colorado while also taking on event and marketing responsibilities (these were the early “do everything” days).
When Chad started with OB, the company was producing 13,000 barrels of beer and distributing to 25 states. During his 10 years with the brewery, with the help of a helluvalotta talented and committed people and a lot of pushing from OB Soul Founder Dale Katechis, his team built and directed a nationally recognizable lifestyle brand that would produce 200,000 barrels and distribute to all 50 states and 17 countries. OB now owns the nation’s #1 selling 6-pack canned craft beer with Dale’s Pale Ale.
During his time with Oskar Blues, Chad was also a founding member of the Can’d Aid Foundation, a non-profit organization that aligned with OB’s core beliefs. Chad helped develop Can’d Aid’s focus toward programs like bike donations, disaster relief, instrument donation and conservation. In the first year alone, Can’d Aid raised over $1 million for communities in need, and continues its do-goodery efforts to this day.
Chad also conceptualized and managed day-to-day aspects of REEB Cycles – a two-wheeled brand extension of Oskar Blues. The company, which sells all-American, hand-crafted bikes, solidified OB’s position as an authentic outdoor lifestyle brand.
When the CANarchy Craft Brewery Collective was formed in 2015, Chad acted as Marketing Director – a role in which he managed PR and Communications for all 7 breweries and 17 locations. “Chad has an amazing feel for brand development. He was the driving marketing force growing Oskar Blues from a small Colorado brewery to an authentic national brand in all 50 states. That experience has been crucial working with our leadership and brewery founders to develop and announce the CANarchy Craft Brewery Collective narrative. Chad is savvy media relations and PR talent - simply the best in the business,” said Matt Fraser, President of CANarchy Craft Brewery Collective.
In 2018, coinciding with the birth of his first child, Chad left CANarchy to start Turn It Up Media – a marketing strategy company based in Chad’s extensive experience with fostering partnerships, strategic brand development, innovation, and authentic, from-the-roots marketing. Demonstrating their strong relationship & mutual respect CANarchy became Turn It Up Media’s first client.
Over the years, in addition to all 7 CANarchy breweries, Chad has partnered with and developed programs alongside brands like JR Motorsports, Burton, Sierra Designs, Kelty, Icelantic, The Infamous Stringdusters, Steep Canyon Rangers, Anders Osborne, PASTE Magazine, The Colorado Rockies, BolderBoulder, Travis Pastrana’s Nitro Circus and the Red Bull Dreamline Event.
Awards: Advertising Age Magazine’s “Hottest Brands,” in 2012, Boulder Valley “40 under 40 class of 2016,” Beverage World Magazine’s “Craft Brewer of the Year” and “Breakout Brewer of the Year.”