About

I lead at the intersection of research & design strategy, and organizational transformation.

My work helps companies align consumer needs with business outcomes — turning insights into growth, clarity, and momentum. Whether advising executives, directing creative systems, scaling teams or guiding transformation, I focus on one thing: connecting vision to measurable impact.

I’m currently spending my time as Principal @ Theorem.

Methodology

I’ve dedicated my 25 year career to creating digital and physical consumer experiences and hardware. With a primary focus in commerce, retail, and product design (SW & HW) and apparel. I have managed 15 eCommerce brands, overseeing mobile/web, app, POS, marketing, logistics/fulfillment flow and in-store experiences with teams of over 20 professionals, ranging from UX/UI design, research, front-end developers, analysts, merchandisers, buyers, production, copywriters, stylist and SEO. My work involves collaboration with various business partners, focusing on setting realistic KPIs across Research, Design, Product, Marketing, Sales, and Technology/Engineering functions alike.

My work creates solutions that improve user and consumer engagement, extend LTV, drive shifts in buying behaviors and land or improve partnerships. My method is based on three main pillars: Simplicity, Accuracy, and Urgency. These pillars focus on four primary outcomes:

  1. Research & Design Strategy: Emphasizing the importance of UX/CX to drive the triad - Engagement, Conversion and Retention.

  2. Team Development: Successfully recruiting, managing, and mentoring a highly performant, functionally diverse team environment.

  3. Quality Execution: Ensuring that vision and strategy translate into actionable outcomes for sustained success.

  4. Cross-Functional Collaboration: Establishing effective partnerships with engineering/technology, product, sales, merchandising, and marketing management leaders, aligning business objectives with innovative creative strategies.