Our Team
Growth is rarely limited by effort. It's limited by perspective.
At The Gridwell Group, our leadership team brings together distinct disciplines—strategy, revenue, and execution—to help organizations navigate complexity with clarity. Each partner views growth through a different lens, and it’s the integration of those perspectives that creates durable, scalable outcomes for our clients.
Rather than approaching growth as a single function, we help leadership teams see the whole system—how brand, revenue, operations, and technology must align to support sustained momentum.
Tray Lovvorn
Partner + Chief Marketing Officer
Tray Lovvorn
Strategy, Positioning, and Growth Architecture
Tray brings a principle-driven approach to growth strategy, helping organizations clarify who they are, what they stand for, and how they move forward with intention. His work focuses on aligning brand, messaging, and systems so growth efforts are coherent rather than fragmented.
With a background spanning entrepreneurship, nonprofit leadership, and organizational coaching, Tray helps leadership teams step out of reactive execution and into disciplined, strategic decision-making. His perspective ensures that growth initiatives are grounded in clarity and guided by purpose.
Brad Greene, PhD
Operational Excellence and Execution Discipline
Brad views growth through the lens of execution. His expertise in operational strategy and transformation helps organizations translate vision into repeatable performance. Where complexity and inefficiency slow momentum, Brad brings structure, accountability, and process clarity.
His experience leading large-scale transformation initiatives allows him to identify where systems break under growth—and how to rebuild them to support scale. Brad ensures that strategy doesn’t stall in theory but moves forward with strength and precision.
Brad Greene, PhD
Partner + Chief Strategy Officer
Amanda Abbott
Partner + Chief Operations Officer
Amanda Abbott
Revenue Strategy and Customer Experience
Amanda brings a customer-centered perspective to growth, helping organizations design revenue systems that scale without sacrificing trust or retention. Her work focuses on aligning go-to-market strategy, customer journeys, and analytics to improve lifetime value and long-term performance.
With decades of experience leading revenue and customer experience initiatives across startups and enterprise organizations, Amanda ensures that growth strategies remain connected to real customer behavior—and that systems support both acquisition and retention as companies scale.