At Planman Advisory, I work with brands and creative partners to unlock new product platforms, collaborations, and growth opportunities.

With more than 25 years of experience across merchandising, product strategy, and brand innovation including leadership roles at Levi’s and Dockers, I help companies translate strategic ambition into clear product direction and market impact.

My work sits at the intersection of brand, product, and commercial thinking helping teams define what to build, how it stands out in culture, and where the next growth opportunities lie.

I typically support leadership teams in areas such as:

• Product platform strategy

• Brand collaborations and partnerships

• Category and assortment strategy

• Product identity and design codes

• Innovation and growth frameworks

• Workshop facilitation and strategic alignment

Through Planman and collaborative partnerships with creative agencies, recent work has included projects involving brands such as New Balance, Starbucks, Disney, and Pelican.

I work with the SmartMagic leadership team to help shape the company’s strategic direction, leading product strategy and partnership platform development across key engagements.

My work sits at the intersection of brand, product and commercial thinking turning strategic ambition into clear product direction. I focus on defining product identity, design codes and practical frameworks that help teams make confident decisions about what to build and how it shows up in the market.

In close partnership with design, brand and commercial leaders, I help translate strategy into real products, collaborations and growth opportunities. Engagements span established global brands across sport, lifestyle and consumer sectors including New Balance, Starbucks, Pelican and Disney.

As VP of Product & Brand Partnerships at Penna, I’m focused on leading product strategy and building premium partnerships that shape a design-led, sustainable ecosystem to support those who care.

• Brand Revitalization: Spearheaded the Dockers® brand revival, targeting a younger audience and achieving a 20% growth to $360M.

• Team Leadership: Managed an international team of 25 merchants across 7 locations, ensuring vision consistency amid leadership changes.

• New Business: Expanded product lines, launching women’s category to represent 5% of total business and increasing overall tops sales by 20%.

• Product Architecture: Directed a product overhaul, resulting in a 40% increase in SKU productivity by phasing out underperforming styles and doubling-down on winners.

• Strategic Storytelling: Adopted a ‘fewer stories, better told’ approach, enhancing omni-channel assortments and achieving a 30% improvement in DTC assortment commonality.

• Organizational Restructuring: Executed changes to improve role clarity and accountability, promoting teamwork and inclusive decision-making.

• Collections and Collaborations: Reformulated strategies to engage a younger, premium audience, opening new revenue channels and elevating brand desirability.

• Licensing Partnerships: Reinvigorated licensing partnerships to align accessories with the new brand direction.

• Portfolio Leadership: Led Levi’s® $300M collections and collaborations portfolio, achieving +300% revenue growth with omni-channel strategies. Managed over fifteen global consumer engagement businesses including Levi’s Commuter, Levi’s Skate, Levi’s Made & Crafted, Levi’s Vintage Clothing, Levi’s Workwear, and Levi’s Line 8.

• Prestigious Collaborations: Revitalized brand equity through strategic collaborations, expanding the consumer base and placing the brand at the center of culture. Forged high-profile partnerships with Supreme, Nike, Comme des Garçon, Off-White, Vêtements, Air Jordan, Google, Stussy, and New Balance, among others.

• Licensed Partnerships: Oversaw licensed partnerships, including major sports leagues, and logo collaborations, amplifying the broader logo tee segment from $90M to $400M.

• Division Relocation: Relocated Levi’s® Premium XX division from Amsterdam to SF, boosting its value from $40M to $130M and enhancing gross margin by 10 points.

• Sustainability Initiatives: Launched Levi’s Authorized Vintage and Secondhand platform, securing the largest collection of made-in-USA vintage Levi’s® in history. Led the brand’s sustainability taskforce, establishing initiatives like the Cottonized Hemp program and the 501 Renewcell (first-ever circular 501).