Hi, I'm Liz.

In the fall of 2014, fresh off a dirtbag summer as a whitewater guide outside of Yellowstone National Park, I sat down for the first time at a sewing machine and started making some of the most legendary backpacks in the world at Mystery Ranch. I didn't know how to sew. I just knew I wanted to learn.

I was hooked. Watching an idea turn into something real, that was it. Within a year I was promoted to sewing floor trainer, the next year into customer service, then dealer services, and before I knew it I was leading the brand experience on the marketing team.

That was the start of a pattern I couldn't see at the time: step into something new, figure it out, then build the structure so other people can do it too.

At Peak Design, I came in as their first-ever Marketing Project Manager and built the framework from scratch. Over the past 12 years, every role I've sat in was newly created. There was no onboarding, because it had never existed, so my first job meant building the system and figuring it out before it could be run.

The work wasn't breaking because people weren't good at their jobs. It was breaking in the gaps. Between tools, between teams, in the handoffs.

Not in dashboards. Not in clean systems. In people's heads. In Slack threads. In quiet workarounds no one was really tracking.

That's the work I kept getting pulled into. Photoshoots turned into backlogs. Marketing launches turned into the structure underneath them. The output mattered less. What made the output possible mattered more.

That's where I do my best work. Building the structure underneath, so teams don't have to hold everything together manually.

Because it works, right until it doesn't.