Capital Bank
VP, Director of Digital Experience · 2025–present
Built an enterprise digital function: two to five direct reports, experimentation, and AI-enabled delivery. Report to the CMO and present to executives and the board.
TREY NIELSEN / THE STORY BEHIND THE WORK
A growth leader.
A product perspective.
A founder’s ownership.
I connect marketing and product, building teams and systems that turn customer experience into acquisition, retention, and business results.
Explore my work +
VP, Digital ExperienceCapital Bank
Former pro athleteSt. Louis Cardinals organization
Founder & builderFrom product vision to launch
01 / MY PATH
The field changed.
The drive stayed.
Before digital, I built a career on the mound.
In the St. Louis Cardinals organization, I became a top-20 prospect, attended two Major League spring trainings, and reached Triple-A. Baseball shaped how I think and lead.
Prepare. Test. Adjust.
Pitching taught me to trust preparation while questioning assumptions. Study the response, seek feedback, and make the next decision better.
Own the outing. Keep showing up.
Failure happens in public, and your response affects the team. Own the result without letting one setback define you.
The same mindset. A different field.
I’m comfortable moving without certainty. At Versus, that meant launching interactive athlete learning; at Capital Bank, it means connecting journeys, lifecycle communication, and experimentation.
Curiosity, resilience, and discipline still shape how I build and lead.
02 / SELECTED EXPERIENCE
Different arenas.
Connected thinking.
Young Living
Director, Digital Strategy · 2025
Co-led digital across 72 markets, owning a $5.7M budget and approximately ten-person creative and growth team. Connected lifecycle, ecommerce, experimentation, and investment.
Read the case study +Versus
Co-Founder & Director, Product Design
Employee #1 and product lead from research through launch. Versus raised $9M at a $50M post-money valuation and earned Fast Company Top 10 Most Innovative recognition in 2023.
Read the case study +Across brands and early-stage products
Product strategy · Customer experience · Consulting
Ecommerce, real estate, automotive, marketplaces, and personalized nutrition: different business models, connected customer thinking.
Explore selected projects +Professional baseball
Pitcher · St. Louis Cardinals organization
Preparation, accountability, and team performance remain my foundation.
03 / HOW I LEAD
High standards.
Shared ownership.
Start with the customer.
Understand people to decide what to build, say, and improve.
Connect the business goals.
Align marketing, product, investment, and ownership around one shared goal.
Build the team around the work.
Hire specialists and scope honestly. Use AI for planning and repeatable work.
Keep learning after launch.
Research, experimentation, and behavior guide the next improvement.
04 / OUTSIDE THE WORK
The people behind
my purpose.
Family is my center: Brykelle, our three daughters, and our life in Mapleton, Utah.
Outside work, I’m with family, golfing, or exploring a business idea. I’m building The First Three to help parents and coaches give young baseball and softball players a confident start.
My question stays the same: how can I help someone take their next step?