Who you’d be working with
I’ve seen what scale buys. Now I build it.
I’m Jordan Williams. I ran marketing at Keystone through a rebrand and a record year, led marketing and sales across 250 Vail Resorts stores, and brought dynamic creative to Smartwool. Before that, REI and Red Bull. I know prebook, dealers, co-op and what a compressed Q4 does to a team. The person who sets the direction with you is the person who writes the code.
The insider advantage.
I’ve been in the room during the hard calls — two decades inside brands like Red Bull, REI, Vail Resorts, and Smartwool, plus a B2B2C startup I built from the ground up.
The value isn’t the logo list. It’s the messy, cross-functional work of turning strategy into something customers actually feel — knowing what a compressed Q4 timeline does to a marketing team, how retail math actually constrains decisions, why the ops team won’t adopt a tool that adds steps, and what “good” looks like when a real person has to use the output.
This means no orientation period. I already understand the seasonal and annual planning cycles, the agency relationships, the internal politics between brand and performance teams, the way product launches compress timelines.
Now I bring that insider’s eye to AI — cutting past the hype to find the handful of builds that genuinely move a business, then building them so your team owns the outcome. AI designed for how the team actually works, not how a technologist imagines they work.
And my own shop
A small company that works like a much bigger one.
Loop Trails runs on a knowledge base of 850+ articles that check themselves and 27 apps that run everything from the daily agenda to coding. I run a small company that works like a much bigger one. I’ll show you how, then build yours.
Every client decision, build and lesson gets written down once and kept current, so what I know doesn’t depend on what I remember. The apps are the same kind of small, rule-bound tools I’d help your team build. The AI-assistant measurement on the What I build page ran on this business first.
Tech I’ve shipped.
- Saltwolf: custom WooCommerce site with custom 3D product visualization across 4,900 SKUs, wired into a marketing automation platform.
- Smartwool: deployed a new CDP and email platform.
- VF Corporation: launched the first use of dynamic ad creative, producing thousands of units.
- REI: built REI’s first mobile shopping app; designed and deployed a distributed social media management platform.
- Loop Trails: inbox triage running at Super Pacific, creative intake running at Süti, and the knowledge base and 27 apps this company runs on.
The pattern: shipping working systems, at founder and enterprise scale. The difference now is that I write the code myself.
Why “loop trail?”
A loop trail doesn’t end at a summit. It brings you back to the trailhead knowing the ground better than when you left. That’s how the work goes: one build, then the next piece, each standing on the last.
Three Sisters Loop, Oregon
Rae Lakes Loop Trail, California
What would you do if headcount stopped being the limit?
Bring that to a forty-five-minute working session. You’ll leave with a first build named, and a fixed-price quote follows in writing. If I’m not the right fit, I’ll say so.
or email me