As part of the founding team and Chief Product Officer at Ten Thousand, I helped take the brand from zero to mid eight figures in annual revenue over eight years. I owned product strategy, merchandising, and brand positioning, and built the systems, team, and story that carried the company through every stage of that growth.
Before that, I spent over a decade in senior merchandising and product roles at Mango, Calvin Klein, and Aeropostale — owning assortments and P&Ls of $1B+ in a high-volume, multi-channel retail environment.
Today, I advise founders, investors, and growth-stage consumer brands on product strategy, merchandising, positioning, GTM strategy, and the decisions that define how a brand shows up in market.
I live the lifestyle these brands are built for: surfing, HIIT, running, hiking, soccer, yoga, and whatever else keeps me moving. Constantly active, always in it, not just advising from the outside. I'm not guessing at what your customer wants; I am the customer.
I work best with founders and teams who are serious about building something real, where product, storytelling, and disciplined execution aren't optional; they're the whole point.
Every engagement is tailored to your stage, your team, and the decisions in front of you.
For brands ready for a long-term strategic partner, I take on fractional executive and board roles, bringing executive level judgment to your leadership team on an ongoing basis.
Sometimes things don't go as planned and you need a strategic reset — a new financing partner, a product rethink, or an operations overhaul. I build custom solutions to reset your goals and get you back on track.
Sudden team departures, organizational changes, and new opportunities sometimes call for an interim operator to fill the gap while you figure out your next step.
Before anything is formalized, we'll have a few exploratory conversations — enough for both of us to understand the opportunity, the challenges you're facing, and whether we're a good fit to work together.
Real diagnostic work — auditing your business, assessing your team and processes, and building a prioritized roadmap — is where the engagement begins. It's where I dig in, get specific, and build a plan that actually fits your business.
We'll agree on a clearly defined scope, a regular weekly or biweekly cadence, and a time commitment that matches your stage. From there, it's a mix of working sessions, async input, and hands-on execution.
Working on retainer means I can flex where I spend time as your priorities shift week to week, more hands-on during a critical push, more advisory during steady periods.
A few quick questions to get to know each other. I read every submission personally and will be in touch within a few days.
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