As Head of Digital then CMO for The Oodie, Tyson was responsible for the marketing P&L, hiring and training a 25 person in-house marketing team while profitably scaling to $250m+ revenue in 18 months. Amongst other things, this involved internationalising to AU, NZ, UK, US, CA, DE, FR and rest of EU, and licencing partnerships with world class brands like Pokémon, Disney and Marvel. Tyson also built custom Analytics Dashboards, then hired and trained the team responsible for Media-Mix-Modelling, MTA and Incrementality testing.

Tyson was brought on board The WOD Life, an 8 figure fitness and lifestyle brand, to lead the global growth strategy. Tyson transitioned all marketing away from multiple agencies and hired, trained and in-housed all marketing functions from media buying, retention, CRO, Analytics and creative. When COVID hit we identified the need for Fitness Equipment, and within 3 months launched a new category with our own branded products. Tyson also launched global campaigns including licencing partnerships with Nike, Reebok, Adidas, Under Armour and Theragun.

From 2013 - 2016 while living in Berlin, Tyson worked for a Venture Capital firm called Project A Ventures. He was part of their in-house Performance Marketing team and responsible for helping grow and internationalise eCommerce and Marketplace portfolio companies. This provided Tyson with the unique experience of scaling startups who are trying to find product market fit, to brands generating $100m+ revenue. Three of the consumer businesses he worked on were acquired. Since then, five more were acquired including popular personalized kids book, Wonderbly, and German B2B maintenance, repair and operations brand Contorion for $134M.