Loop Trails Strategy is founded and led by Jordan Williams.

I help brands grow in ways that actually last.

I’ve spent my career inside brands, resorts and speciality retailers where growth has to be earned—not forced. I’ve led global marketing teams, launched brands into the U.S., managed significant budgets, rebuilt brands at scale, and boot-strapped a company from the ground up. Across every role, the constant has been a focus on brand strength, customer trust, and sustainable momentum.

Most recently, I was an equity partner and Head of US Brand & Marketing at Passenger Clothing, driving the brand’s expansion from the UK into the U.S.—from go-to-market strategy and marketing team build-out to aligning brand storytelling with performance marketing. Before that, as Global Marketing Director at Smartwool, my team and I drove significant measurable gains in brand awareness, ecommerce traffic and revenue, and new customer acquisition across global markets.

Earlier roles at Vail Resorts Retail, Keystone Resort, REI, and Red Bull shaped how I think about scale, culture, and experience—leading brand strategy across hundreds of retail locations, launching new digital channels, and producing global cultural moments that connected brand to community.

I’ve also boot-strapped a startup challenger brand, which means I understand the realities of small teams, cash flow pressure, and hard trade-offs.

Through Loop Trail Strategies, I partner directly with founders and leadership teams to build stronger brands, healthier revenue, better businesses, and clearer paths forward—reducing reliance on performance media, increasing customer lifetime value, and giving teams leverage without burnout.

If you’re building for the long run, I’d love to help.