Dear Craig, Kendra, and the GOODLAND Team,
I’ve been following GOODLAND for years, initially drawn to—and continually inspired by—your visual aesthetic and dedication to quality. I truly appreciate when a brand presents itself beautifully and simply, and when its designs are exceptionally thoughtful without compromising on materials or build quality.
I’ve spent much of my career in marketing and communications, but I’ve increasingly been interested in moving toward a role like this one. Some of the parts of my work I’ve always enjoyed most are being a connector—finding people, brands, and opportunities that make sense together, and researching where a brand fits and where there might be an opportunity others haven’t considered.
While most of my recent work has been in marketing and communications, I’ve always enjoyed the relationship-building side of my work. Earlier in my career, I worked in sales support and represented brands at trade shows. With Es-cent-ial Wetsuits, a small lifestyle-driven surf brand, I also sought out boutique surf shops that felt like the right fit for the brand, visited them in person, and successfully got our products into stores. So while this would be a bit of a pivot for me, it feels like a natural way to bring together different parts of my experience.
I already have a few areas I’d be excited to explore for GOODLAND. I think there’s a lot of opportunity with architects, landscape architects, and design studios. I have some existing connections in that world, and I’d be interested in developing relationships with places like ORCA that are designing complete outdoor spaces where GOODLAND products could be a natural fit.
I’m also interested in hospitality properties where GOODLAND could become part of the experience rather than simply another amenity. I recently realized that River Cabaan—one of my favorite Airbnbs I’ve stayed—now has a GOODLAND wood-burning hot tub, which is an excellent example. On the more adventurous end, I like Awarua Guides in New Zealand, a remote wilderness operation centered around surfing, fishing, hiking, and exploring Fiordland. Getting a tub there by boat or helicopter might not be the easiest delivery, but a wood-fired soak after a cold-water surf could add a little simple luxury to the experience—and getting it there could make a great story in itself!
I’d also be interested in experiential opportunities at events like Outdoor Retailer. GOODLAND’s Cold Tub seems particularly well suited to something like that—rather than simply displaying the product, creating an activation where attendees could actually use it could introduce the brand to outdoor retailers and potential partners in a memorable way.
I’d love the opportunity to bring my experience, curiosity, and enthusiasm for GOODLAND to the role. Thanks so much for considering me.
Best,
Keith Novosel
Experience
Pacific Forest Trust—Science Communications and Content Manager
2026 - Present
Lead content strategy and communications across digital, print, and media channels
Translate complex conservation and science-based work into clear, accessible storytelling
Manage website, email, and content distribution systems
'Collaborate with internal teams and a PR agency to ensure consistent messaging across programs and outreach
"Keith has been an asset to Pacific Forest Trust, combining technical skill, creativity, and a deep commitment to conservation to strengthen our communications. His professionalism, initiative, and ability to produce engaging content—from our Forest Flash newsletters to annual report articles and website improvements—have made a meaningful impact in a short time.” —Laurie Wayburn, President and Co-founder
Bok Tower Gardens—Social Media Coordinator and Content Creator
2021 - 2025
Small marketing team (myself + Director of Business Development), collaborating closely with the CEO and cross-functional departments including membership, philanthropy, horticulture, and education
Led social and digital marketing strategy across platforms, owning planning, content creation, and execution
Increased organic reach by 225% on Facebook and 100% on Instagram year-over-year (2023–2024) through consistent storytelling and visual strategy
Grew audience by 25,000+ followers on Facebook alone, with additional growth across Instagram and other platforms
Worked directly with executive leadership and departments to align marketing with membership growth, donor engagement, and public programming
Produced photography, video, livestreams, and written content across campaigns, events, fundraising, and institutional storytelling
Helped modernize and unify the organization’s visual identity across digital and print channels
Built and maintained a centralized photo/video library used across the organization
“Keith is extremely respected by his peers and many departments depend upon his creative skills to accomplish their goals. He has consistently provided strong content that has increased our brand awareness. Keith projects self-confidence, authority, and enthusiasm for new tasks and responsibilities. His positivity is very much appreciated and he is a strong team member.” —Erica Smith, Director of Business Development
Keith Novosel Photography and Marketing—Founder and Photographer
2006-Present
Serve a variety of individuals and businesses to direct and create images, content, and marketing materials to help define their culture and grow their audience.
Build and maintain a website (www.keithnovosel.com) to promote my brand and images.
Published in magazines in the US and abroad, including several cover shots and articles.
Some clients include Howler Bros, Hurley, Witch’s Rock Surf Camp, Shoot for a Cure, Pilcher Property Services, Eidon, and Moment Surf Company.
"Keith’s photography is organic and unfeigned. His work breathes an elegant sincerity and simplicity that I find refreshing and inspiring." —Nathan Oldfield, Photographer/Filmmaker
S&P USA Ventilation Systems, LLC —Marketing and Sales Specialist
December 2014 – 2019
Supported marketing and sales operations across product launches, campaigns, and customer communications
Created visual content for product catalogs, instructions, and marketing materials
Managed email marketing, brochures, flyers, and social media content
Worked with regional sales teams to support customer engagement and communication
“Keith joined S&P as a Marketing assistant to help group our marketing efforts and he quickly learned both new software programs and our product line. When our company was experiencing customer service issues, Keith stepped up to a new role to help our sales team better support our reps and customers. Keith’s diligence and calm demeanor helped get our support back to a high level. His work was praised by both internal and external stakeholders.” —Leigh Carpenter, Marketing Manager
Lensbaby—Digital Marketing Specialist, Trade Show Representative, Production Team Member
2011-2014
Managed digital advertising campaigns, social media, and content strategy
Developed partnerships with photographers, influencers, and industry collaborators
Supported A/B testing and campaign optimization across digital channels
Identified inefficiencies in paid advertising strategy, reducing waste by approximately $100,000 annually
Represented brand at major national trade shows and industry events
Collaborated with marketing and product teams on messaging and creative direction
“Keith was a dependable, dedicated, unflappable and personable employee who was consistently willing to take on special projects utilizing his unique creative abilities. His work consistently exhibited effort above and beyond the expectations of his position.” —Craig Strong, Chief Creative Officer, Co-Founder
Es-cent-ial Wetsuits—Creative Assistant, Customer Service, Sales, Marketing
2008-2010
Supported early brand identity through photography, video, and storytelling
Built and maintained e-commerce website and product marketing materials
Worked with athletes and wholesalers to promote the brand
"Keith has been the driving force behind the creation of the Es-cent-ial ‘look’. Keith is one of the few that puts his heart and soul into bettering Es-cent-ial as a whole.” —Carl Keever (Founder)
EDUCATION
Pepperdine University, Malibu, CA
Bachelor of Business Administration | Magna Cum Laude