HOW I WORK

My process starts before the brief. It starts with questions — about the customer, the category, the white space in the market, and what's shifting in culture that nobody has designed toward yet. I track purchase behavior, study emerging signals, and talk to everyone involved: the merchant, the vendor, the end consumer. By the time I sit down to build a trend framework or write a creative brief, I already know where it needs to go. The research isn't separate from the creative work. It's the foundation of it.

it's all about

the work behind the work.

HOW I LEAD

I work fast and I work transparently. In any room — a briefing, a review, a vendor meeting — I'm already seeing the vision while someone is still pitching it. I hold ideas, run feasibility, and bring bold thinking to the table without waiting for permission. I've led creative teams, managed cross-functional processes, and built the systems that keep a seasonal calendar moving at pace. What I bring to a project isn't just a point of view — it's the ability to execute that point of view from start to finish, under pressure, on time.

the capabilities.

what I bring