Role

Co-founder + brand/marketing/sales director

Challenge

The snowboard industry is crowded with legacy brands, big-name pro riders + marketing budgets that dominate the landscape. For women, the challenge was even greater: high-performance snowboard + splitboard gear was largely an afterthought, often designed as scaled-down men’s models rather than equipment built for women from the ground up. The opportunity—and the challenge—was to fill this gap, build credibility without celebrity endorsements + carve space for a new voice in a saturated market.

Approach

As a co-founder of Pallas, I wore many hats across the business, but focused on sales, marketing + creative direction. Our strategy was to:

• Differentiate through purpose: Position Pallas as a brand by women, for women—prioritizing performance, quality + community over hype.

• Grassroots marketing: Lean on authentic storytelling + direct connections with our customers rather than costly ad buys or high-profile sponsorships.

• Community building: Develop trust + loyalty through demos, splitboard clinics + events that gave women firsthand experience on our boards + a sense of belonging to the brand.

• Creative consistency: Establish a strong, distinctive visual + verbal identity that reflected both the technical performance + social relevance of the brand.

Results

By focusing on approachability + community, we built a dedicated customer base, earned recognition + won industry awards as one of the few women-led companies in the space. Without big-name pro riders or massive financial resources, Pallas proved that a clear vision, grassroots hustle + genuine connection could create traction within a niche audience.