Hi 👋! I craft brand positioning, define cultural narratives, and use human-centered design to turn insight into iconic products and loyal communities. Today, I partner with ambitious brands to define their identity, leveraging AI to unlock sharper audience truths, elevate creative storytelling, and scale brand equity.
Experience across
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Selected Works
01Target · Baby Boutique
Developed the strategy and scaled a new retail concept within Target's Baby ecosystem that addressed the needs of parents and their families. Using human-centered design and AI augmentation, we turned every omnichannel touchpoint into a 1-on-1 concierge experience for Target consumers.
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02Nike · B.I.L.L. (Bot Initiated Longevity Lab)
Designed and launched the in-store experience for a robot-augmented shoe cleaning and repair system called B.I.L.L. The in-store innovation enabled consumers to develop a deeper connection with Nike by allowing them to partake first-hand with Nike's famed “Space Kitchen” innovation lab.
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03Reformation · Magic Wardrobe
Led the retail innovation strategy behind Magic Wardrobe, a best-in-class, tech-enabled fitting room experience that blended the ease of online shopping with the tactility of physical stores.
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04Dollar Shave Club · Grooming Product Development
Key player in product development across Dollar Shave Club's original four core categories, shepherding products from concept to shelf. Led product creation and testing, operational backend, and full go-to-market (GTM) strategy.
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05UTA · YouTube Originals
Core member of the team that incubated and launched the first YouTube channels, an unprecedented category at the time. Developed the underlying strategy and contributed to the negotiations with Google.
View case →How I Think About Growth
Growth and Brand Strategy isn't one move — it's spotting the whitespace, understanding the consumer, and developing the resonant design and journey. It's the art and science of taking complex ideas and translating them into emotional narratives that turn attention into loyalty and move culture forward. Here's the toolkit behind it:
Professional Experience
Target Corp. · Los Angeles, CA
Developed and tested marketing and growth strategies across the Target enterprise, designing initiatives to better serve evolving consumer needs and iterating based on real performance metrics for scale. Aligned work to key performance categories of the enterprise, which was aimed at winning back consumer equity and deepening consumer loyalty in ways that would ultimately strengthen Target's brand identity.
Nike Inc. · Los Angeles, CA & Beaverton, OR
Directed innovation and go-to-market strategy across Nike's omnichannel enterprise, applying data- and AI-driven insight to identify brand & retail concepts worth scaling. Partnered cross-functionally with digital product, engineering, and retail operations teams to take a portfolio of tier-1 innovation pilots from concept to scale — including Recycling & Donation, B.I.L.L., and Nike Form — establishing the enterprise playbook for how emerging technology can superpower the consumer and employee retail journey.
Reformation · Los Angeles, CA
Led financial evaluation and strategic fundraising to secure $25M in Series B financing, fueling global retail expansion and brand growth. Drove ~$150M in revenue (60% YoY) by incubating commercial innovations and directing influencer and paid social strategy, while negotiating tier-1 commercial partnerships with Nordstrom, New Balance, and AWAY that expanded physical retail reach by 20% and turned co-branded experiences into sustained foot traffic.
Dollar Shave Club · Los Angeles, CA
Employee #8 at Dollar Shave Club — helped co-build and scale a subscription-based, hyper-growth D2C brand to 19M+ subscribers, culminating in a $1B acquisition by Unilever. Launched and scaled DSC's first four grooming product categories beyond the original razor business, diversifying the brand's revenue base. Part of the creative team behind DSC's first Super Bowl commercial — contributing to its inception, strategy, and go-to-market launch — and helped stand up DSC's media innovation department, building the infrastructure for the brand's next phase of marketing.
United Talent Agency (UTA) · Beverly Hills, CA
Structured strategy and deals across digital media, video games, and venture partnerships. Helped pioneer the first Google/YouTube channel, including AwesomenessTV and Revolt, and engineered the first crossover of a YouTube creator into traditional media. Opened new revenue models for talent in the emerging start-up ecosystem.
University of California, Los Angeles (UCLA)
B.A., History & Cinema
University of Florida — Levin College of Law
J.D., Business Administration & Technology
AI in Marketing
I help companies navigate moments when everything changes and nobody has the playbook yet. That's been my whole career — retail's shift to omnichannel, DTC's disruption of an entire industry, loyalty's shift to real-time personalization, and now AI's ability to give consumers and brands untapped superpowers.
The discipline is always the same: translate the technology into something consumers trust and enterprises can actually run on. Right now, that technology is AI, and here are some examples as to how I brought AI into my work:
Target
Used AI-driven personalization and propensity modeling to power Baby Boutique's concierge experience — turning every omnichannel touchpoint into a 1-on-1 relationship that adapts to each parent's real-time needs.
Nike
Helped launch B.I.L.L., a robot-powered system using automated scanning and AI-guided cleaning logic to extend the life of a shoe — one of the earliest examples of AI-driven service inside a Nike retail store.
Reformation
Used real-time customer behavior signals to shape Magic Wardrobe's in-room experience. While this was more LLM based than AI/GenAI, it laid the early groundwork for today's AI-driven sizing and styling recommendations employed across Reformation.
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