I build products and experiences for early-stage companies. I think like a founder and work with consumer, fitness, and technology teams to design and deliver new capabilities during periods of transition. Recent work:

• Founding designer for a luxury organic skincare brand launching in 2026. Owned the full tech stack: Shopify, packaging, brand story, trade shows. Took 10 years of R&D and made it market-ready.

• Led product strategy for an AI fitness coach at a major fitness brand. Defined what it is, what it isn't, and how to talk about it before launch.

• Advised multiple AI startups on conversational interfaces and data tools, turning complex models into experiences people trust.

• Built digital presence for a medical gear company specializing in EMS, wilderness rescue, and disaster response. Configured Shopify and year-one GTM strategy on seed funding.

• Select past clients: NBA All-Star Game, Hewlett Packard, Logitech, SXSW, Cana, Kleider, Kallista, The Clymb

RH is a $3B luxury home interiors brand with six sourcebooks and a direct-to-consumer model. I was brought in to lead top-of-funnel digital strategy during its expansion from North America into global markets.

• Re-architected RH’s global information architecture and taxonomy, redesigning how products, content, and customer data are structured across markets

• Defined experience strategy and design principles for core platforms in close partnership with Product, Engineering, and executive leadership

• Led system-level UX across navigation, customer data, checkout, and content surfaces to support international growth and localization

• Partnered with platform and engineering teams to shape a modular, headless architecture aligned with long-term scalability

• Led accessibility remediation across key flows, aligning to WCAG standards and improving usability across devices

• Introduced behavioral models and personas grounded in customer data to inform prioritization and design decisions

• Improved conversion across a $1B+ digital business, contributing to a measurable 12% lift

Logitech is a global leader in consumer technology and peripherals. I was brought in to creative direct and produce a campaign for the FY23 Accessories portfolio, featuring Logitech Crayon and Combo Touch for iPad.

• Led creative for Logitech’s Accessories awareness campaign, driving a +5% YoY sales increase in FY23

• Oversaw concept development, production, and post to ensure cohesive brand storytelling

Plant ownership was growing rapidly, but existing tools focused on transactional care rather than learning, confidence, or long-term engagement. I founded PlantLife to design a product that helped people connect, learn, and build lasting relationships with their plants.

• Founded the company and defined the core product vision, experience principles, and interaction model

• Designed the end-to-end user experience across onboarding, education, engagement, and progression

• Built and led a cross-disciplinary team spanning product design, engineering, and growth

• Architected the product platform and supporting integrations to enable experimentation, analytics, and audience development

• Designed new interaction models across software and connected hardware, resulting in two filed patents

• Launched the product publicly, reaching over 80K users and earning national press coverage, including a feature in Fast Company

Today at Apple (Platform Design & Launch):

Apple had some of the world’s busiest retail spaces but no unified way to engage people beyond the transaction. I joined Angela Ahrendts’ team to help create and scale Today at Apple, transforming retail into a platform for creativity and connection worldwide.

• Helped define the experience vision for Today at Apple, shaping how the program showed up across physical spaces, digital touchpoints, and global markets

• Supported the global rollout of Today at Apple by opening Apple offices in London, Singapore, and Cupertino with a 28-person team

• Authored training frameworks and experience guidelines to ensure consistency, quality, and intent as the program scaled worldwide

• Brought together creative, retail, and operational teams around a shared experience philosophy

• Contributed to a program that energized Apple’s presence in culture, driving organic social momentum, global editorial coverage, and over 1.4M additional store visits in its first year

Marcom (Brand Design):

Promoted to Apple Marcom to extend the same creative rigor across marketing campaigns.

• Art directed global campaigns for Back to School, Holiday, and New Year.

• Shaped strategy for Apple Health, aligning the brand experience across Apple Watch and Apple Fitness+.