Developing global brand strategies and concept stories through the identification and evaluation of consumer trends and market insights. All good decisions start with the consumer!

The mission of the FARM, FOOTwear Advanced Research & Marketing, was to envision the evolution of the footwear industry starting with consumer needs, wants and problems to solve. Working closely with the Development Center team in Annecy, France, the FARM identified and explored consumer needs with the objective to develop footwear solutions. Created and contributed to the implementation of advanced footwear solutions within the AMER footwear brands: ARC’TERYX, Salomon and Wilson.

Created and lead a new “Blue Sky innovation group” for Leatherman that used consumer needs and problems-to-solve to explore new materials, technology and product concepts with the objective to develop new products ranges and families for the Leatherman Tool Group Brands (LED Lenser and Leatherman). This included the creation of a process, milestones, deliverables and incentive program to drive innovation of new products. Managed a staff of mechanical engineers, developers, pattern makers and industrial designers to build prototypes.

Developed and lead the creation of the Leatherman product roadmap including consumer targets and needs, product solutions, pricing and market entry strategies. Managed the product creation process from idea creation through post-launch evaluation to meet corporate objectives for revenue, profit and brand. Additionally, oversaw the development of the product line roadmap for LED LENSER product lines for the North American marketplace.

Researched, developed, managed and directed all aspects of the category’s product business plan for the global marketplace. Grew lighting category to become #1 sales/margin category at Black Diamond and introduced brand new product line, LED lanterns, to the marketplace. Grew the glove product line to become the #4 sales/margin product category through modernized industrial designs and functional performance and through the new creation of a kids and high aerobic product lines.