To deliver on Laetro's mission to 'see Creatives thrive' during the rise of AI, I delivered several game changing products:

• An end to end project management platform that allowed Creatives to get paid without invoicing (as chasing down payment was Creatives’ major pain point.)

• An Indemnified gen AI platform that was right-aligned with Creatives who made their own styles, set their own prices, and got paid when those styles were used to generate content. Clients loved both supporting Creatives and not worrying about indemnification risk.

• An agentic platform, called Olovus, that allows Clients to solve any problem conversationally, right where they already work in Slack, Microsoft Teams, and Google Workspaces.

My cofounder Brett Willms passed away in September 2025. We had a truly great run and delivered world class work & systems to our many clients. However, without Brett by my side, running Laetro felt empty so I helped wind it down and stepped away in December 2025.

Caffeine brought me on to solve the virtual goods economy pipeline for their streaming service. Their broadcasters needed to earn money in a socially visible way that would be accretive to the experience and work across all platforms, including very old devices. As the core team was all ex-Apple, they also had a high quality bar for anything that shipped to customers.

• Rather than stick with Caffeine's original runtime 3D pipeline (whose high end device demands limited audience reach), I devised an ffmpeg-specific asset creation pipeline that converted 3D assets into spliced videos that could be served to all customers on all devices, quickly and efficiently.

• I defined the end to end ecosystem for virtual good generation & in-app delivery, including a unique visual style for virtual goods, and managed third party asset creation for that pipeline.

When I arrived at Smule, I was presented an interesting opportunity: their business had both product and morale challenges. The people involved were wonderful, truly, but lack of energy & collaboration were slowing down Smule’s ability to realize its mission to connect the world through music. It was clear that the former would need to be resolved in order to achieve the latter.

• I tackled morale head-on, leading our 15-person Product Design team (SF & Sofia) by example: positive, collaborative energy; company-wide design conversations; open “paper prototype” tests; structured critiques; tight eng partnerships; and bias-free iteration on successes. It worked. The team became a highly collaborative engine—with several teammates calling it one of the most rewarding experiences of their careers. With that foundation, we could focus on the customer together.

• I drove the delivery of a complete redesign of the Smule app focused on an international and accessible audience. Subsequently, Smule saw attrition taper and new users grow.

• I designed and delivered an accretive, cross platform, social gifting ecosystem that was used & loved by millions.

Ampersand's goal was to make reading fun again and writing more powerful.

• To aid that goal, I designed an exclusive and original content offering from the world's best selling authors in a modern reading experience.

• I drove testing that revealed readers want to feel a legitimate close connection to their favorite authors while writers want to get actionable data from their fans.

• This insight lead to Ampersand's insight publishing platform, which I designed, which was used by New York Times bestselling authors & publishing agencies.

• Co-founded IMVU inc. in April 2004

• Via Design-led efforts, transformed business from bleeding money to earning millions per month.

• As a Product Designer, I created & maintained the backbone of the IMVU business: its highly expressive & customizable avatar system as well as its Content Creator program (IMVU's proprietary, user-generated content system) that resulted in what is still the world's largest catalog of virtual goods.

• As Design Manager, managed an amazing team of 14 with zero attrition.

• As a Product Manager, I was responsible for shipping IMVU's cross platform 3D rendering engine, its mobile messenger app, and its games platform; all with teams of up to 30 covering Engineering, Product, Operations, Data, Marketing & Design.