Snowdday

Snowdaay team

Snowdaay is led by three proven operators with complementary expertise in digital commerce, marketing and finance. Together, we turn vision into velocity.

Snowdaay team

Snowdaay is led by three proven operators with complementary expertise in digital commerce, marketing and finance. Together, we turn vision into velocity.

Snowdaay team

Snowdaay is led by three proven operators with complementary expertise in digital commerce, marketing and finance. Together, we turn vision into velocity.

Aaron Detrick

Growth Architect and Digital Strategist

New York, NY

Aaron is a co-founder and partner at Snowdaay, where he brings over 15 years of experience driving growth across global brands, high-velocity startups, and digitally native verticals.

At Snowdaay, he is actively involved in investment sourcing, diligence, and post-acquisition operations applying a commercially disciplined lens to value creation. His core expertise spans P&L optimization, digital transformation, and go-to-market strategy, with a focus on aligning data-driven growth with operational execution.

Before Snowdaay, Aaron spent nearly a decade at Nike, where he held leadership roles across brand marketing, merchandising, and e-commerce helping shape Nike’s global direct-to-consumer strategy. He later joined outdoor gear innovator Rumpl to lead digital and growth, where he helped secure Series A funding and more than doubled DTC revenue.

In 2019, Aaron relocated to New York to lead the digital transformation of rag & bone. He spearheaded an enterprise-level e-commerce re-platform, launched omnichannel capabilities, and redefined the brand’s performance marketing strategy doubling online sales by the end of 2021 before taking over the entire retail stores division.

Alongside his work at Snowdaay, Aaron served as Interim Chief Revenue Officer at Jennifer Fisher Jewelry and currently leads growth as CRO of RetentionX (a Snowdaay investment), a fast-scaling consumer technology platform.

Alex Cassuto

Building Deals that Scale

New York, NY

Alex is a co-founder and partner at Snowdaay, where he leads financial strategy, operational design, and investment structuring.

With over a decade of experience in private equity, corporate finance, and operational turnarounds, Alex ensures Snowdaay’s investments are grounded in rigorous financial frameworks and built to scale.

Prior to Snowdaay, Alex was part of Blackstone’s GP Stakes group, which evaluates and structures investments in leading alternative asset managers, focusing on capital deployment and long-term value creation. He later served as Vice President at Hunt Companies, where he acted as interim CFO for multiple holding companies, overseeing large-scale real estate portfolios and driving operational efficiencies across diverse asset classes. Earlier in his career, Alex held roles at Fortress Investment Group as a CDO analyst and at WeiserMazars in audit and accounting, building a foundation in financial analysis and transactional rigor.

At Snowdaay, Alex oversees transaction execution, post-close integration, and portfolio-wide financial management, ensuring each business scales profitably and sustainably.

Alex Orley

Brand Builder and Creative Operator

New York, NY

Alex is a co-founder and partner at Snowdaay, where he brings extensive expertise in brand strategy, marketing, and creative leadership to building and scaling consumer businesses.

At Snowdaay, Alex drives brand positioning, go-to-market strategy, and post-acquisition creative oversight, ensuring that every venture resonates deeply with its audience while achieving profitable growth.

Alex began his career at rag & bone, where he held roles in design and product development before launching Orley, his namesake menswear collection. Orley quickly garnered critical and commercial success, with distribution in over 50 points of sale including Barneys New York, Bergdorf Goodman, and Matches Fashion. Under his creative leadership, Orley was named a CFDA/Vogue Fashion Fund finalist, shortlisted for the LVMH Prize, and awarded the CFDA Award for Emerging Designer of the Year. His work was profiled in Vogue, The New York Times, and The Wall Street Journal.

After transitioning from Orley in 2016, Alex led brand and creative strategy for Jordache Jeans at Angora Group and consulted for apparel and consumer brands before joining Authentic Brands Group to oversee marketing initiatives. In 2019, he returned to rag & bone to lead marketing, where he launched multi-million-dollar initiatives including the Miramar program before co-founding Snowdaay.