Design-driven innovation leveraging consumer insights into product opportunities and visual storytelling
20+ years of multidisciplinary design thinking translating market trends and consumer needs into scalable growth initiatives.
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Impact-Driven Brand Solutions
Innovation Strategy & Creative Vision
Leading multi-year innovation roadmaps and impactful creative content that connect with market opportunities and translate consumer trends into clear messaging and scalable product lines. From ideation to development through commercialization, I build and manage processes that balance creativity with business accuracy.
Consumer Insights & Market Research
Executing quantitative and qualitative research protocols to uncover unmet needs and validate product concepts. I review and refine research methodologies to inform positioning, pricing, and go-to-market strategies while embedding insights into cross-functional decision-making.
Product Development
Driving end-to-end product development from concept to retail launch. I optimize features, materials, and user experience through testing protocols that capture both physical and digital consumer interactions, while managing claims, compliance, FDA/NSF certifications, and patent development to build defensible market positions.
Brand Strategy & Growth Initiatives
Building brand differentiation through strategic positioning, visual storytelling, and product portfolio architecture. I align growth initiative with brand equity to drive acquisition, retention, and lifetime value. Strategic execution remains in alignment when the communication based on data-driven insights is impactful.
Cross-Functional Leadership & Collaboration
Partnering across Marketing, Sales, R&D, Operations, and Finance to align teams and drive growth initiatives. I create clear stage gate processes and documentation to drive stakeholder alignment through transparent communication of trade-offs and priorities, while mentoring innovation teams to streamline processes and build operational capability.
E-Commerce & Amazon FBA Optimization
Specializing in transforming product listings into high-converting brand experiences on Amazon and DTC platforms. Through strategic content optimization, A/B testing, and consumer insights, I've delivered 5-10% CTR improvements and 3-7% conversion lifts by ensuring every touchpoint—from search to imagery to copy—aligns with how consumers discover, evaluate, and purchase products online.
Work highlights
HUG Whiskey Glasses
This glassware series targeted new audiences with modern design. We created and scaled the base pattern before applying permanent, waterproof, dishwasher-safe printing. Next steps include adding juice and tall glasses to complete the collection.
REI Entry Retail Display
For REI's Green Building initiative, we designed a play space promoting outdoor exploration and an iconic entry sculpture showcasing solar lighting and architecture. The Entry Peaks won Outstanding Merit and Project of the Year from ARE.
Williams Sonoma Kitchenaid Spatula
Stand mixers bring professional tools home. Key issue: ingredients pushed to bowl edges. This spatula's curved blade pushes ingredients back without removing the bowl. The thin profile scrapes batter from beater wires effectively.
QP Tapas Βranding
QP wanted a modern brand identity for their Miami tapas restaurant blending Japanese and Spanish flavors. We developed iconic printed glassware and extended the vibrant color palette and visual style throughout branding and interiors.
State of Maine Logo, Illustration & Graphic
Maine schools partnered with local purveyors for seasonal monthly recipes. We created collateral (posters, menu pages, source cards) to help kids learn while tasting new foods, plus a passport stamp system to track foods they tried.
Infloatables 5lb Plush
Capitalizing on weighted blanket trends, Infloatables launched 5lb weighted plushes. After researching neurodiversity benefits, we distributed weights for a therapeutic "hug" effect and secured Certified Autism Resource designation through IBCCES.
Ultra Cuisine New Logo & Content Optimization
Ultra Cuisine's content focused on home cooking, but products are professional grade. We adjusted the logo away from the crown to emphasize modern pro cooking at home. Photo content was elevated to make consumers feel like true chefs.
Wake Skincare Rebranding & Repositioning
Wake Skincare needed to stand out in the crowded natural skincare market. We developed a refreshing brand identity targeting digitally-fatigued consumers with clean visual design, educational content, and routine-building tools.
Capabilities
Strategic Innovation + Creative Vision
- Brand & Creative Growth Strategy across platforms
- Data Driven Design Thinking and Rapid Prototyping
- Market, Consumer, Clinical Research Strategy (Qualitative + Quantitative)
- Client Engagement + Presentation Excellence
- Visionary Cross-Functional Team Leadership (30+)
- Intellectual Property & Compliance Strategy
- Agency and Vendor Partnership Alignment
- AI- driven Operational Efficiencies
- Motivational + Collaborative Leadership
- Adobe Creative Suite, Figma, MS Office, Asana, Monday and Jira Work Management systems
- You can view my full resume here
About
As Global Director of Innovation & Insights, I lead innovation strategy and new product pipelines delivering 10-20% revenue growth.
With 20+ years bridging consumer research, product development, brand and creative strategy, I identify white space opportunities and commercialize bold ideas that resonate with consumers and drive business results.
My approach combines market analysis with design thinking to guide products from concept through launch, managing stage gate processes, cross-functional teams, and P&L accountability.
