I consult in the outdoor equipment and softgoods spaces to create innovative marketplace advantages that build brands with unique and differentiated product concepts. I specialize in driving growth and creating customer connections by developing new opportunities (including go to market planning), while also evolving existing product categories and brand identities. I have partnered with Orvis, Yeti Cycles, Terry Bicycle Saddles, Smith Optics and small startups to develop new products, implement merchandising hierarchies, identify customer trends, needs and insights, and craft product creation calendars while driving long term roadmaps.

As an executive leader committed to growing an Australian based, globally leading adventure equipment brand, I built and inspired a trusted environment of passionate product management and design/development teams that were previously non-existent by creating transparent, truthful and authentic relationships across continents. Personally responsible for a staff of 13 ethnically and nationally diverse people, we launched 3 lines of camp kitchenware and cooking utensils that won 12 prestigious international design awards with a 200% increase in revenue. Additionally, sleeping product category sales grew by 45% in one year. I envisioned calculated multi-year premium product roadmaps for optimized growth throughout all categories and drove new, authentic brand awareness and identity projects to become a more sustainable, certified B Corp.

I reported directly to the Founder/CEO in a leadership role encompassing all aspects of managerial guidance for 7 categories of renowned technical backpacking gear and outerwear. I championed and structured a product development calendar in now, near & next timeframes that allowed for innovative product introductions with unique feature and benefit stories to boost annual sales by over 30%. I also implemented enhanced profitability and margin growth by building unprecedented communication with sales, marketing and manufacturing partners while also developing brand awareness initiatives towards sustainability and corporate responsibility. I guided a staff of 12 while creating 2 structural teams with separate design and development roles. I accomplished this by actively coaching to nurture employee skillsets and productivity while also creating personal growth plans and leadership opportunities.

In my varied roles at Burton, I was a collaborative, positive and influential leader with integrity responsible for overseeing all product design, R&D, design engineering and rapid prototyping of hardgoods products including Anon goggles and helmets as well as selected softgoods and bags. These lines comprise over 60% of brand revenue. My professional responsibility revolved around fostering creativity and exploration while steering various teams through the development process from conceptualization to production. The design thinking work begins by asking the “what if…?” questions, centers around creating with conviction and concludes when the customer decides to invest. I was accountable for a staff of 14 with various levels of experience while juggling up to 50 different projects at a given time.Co-chair of the “Change Our Story” Task ForceWe led a multi-faceted initiative to build greater Diversity, Equity and Inclusion throughout Burton as well as within the fields of industrial design and mechanical engineering. Our education and efforts focused on various aspects of promoting overall awareness of these issues and by greatly expanding opportunities for exceptional employees in terms of recruitment, job descriptions and roles to “make space” and build company culture.

I wrangled (gently, but firmly when needed) an exceptional, creative team through blood, sweat and tears to design all hardgoods product including snowboards, bindings and boots, as well as helmets, goggles and accessories. I was responsible for directing all in-house or contracted graphic & industrial design to build exceptionally good-looking product lines with unique decorative finishes and a unified look and feel. I also drove collaborative projects with renowned partners including Andy Warhol, Star Wars and the Grateful Dead. To do this, I oversaw 7 direct reports and 4 contracted designers or agencies while negotiating the hiring of a minimum of 20 artists each season to build annual product lines totaling over 200 models and 500 colorways.

I was primarily responsible for creating all product and graphic design, largely focusing on the binding category. I conceptualized all colorways by model, corporate branding, graphic identities, decorative finishes, materials and component design to create a differentiated offering with a unified feel that achieved greater than 60% market share year over year. I managed 2 internal designers and multiple contracted designers or agencies while leading all additional industrial design projects for boots, accessories, helmets, eyewear and associated merchandising pieces consistent with the brand’s goals.

I developed and maintained goggle and ski pole product lines while also contributing to the merchandising of the sunglass range with 3 product launches per year. I gave the direction for all consumer and retail marketing related graphic design for products, catalogs, customer brochures, packaging, merchandising displays, advertising and accessories by building a cohesive brand image. I built lasting relationships with global manufacturers by developing technical specifications for diverse materials and manufacturing methods while ensuring timely deliveries to warehouses and customers. I also designed and created innovative, award-winning sunglasses, goggles, ski poles, and in-store displays.

My responsibilities ranged from project conception to engineering research and prototype production for bike and ski related products. Products I designed included a clip-on aerodynamic handlebar used by world champion cyclists and triathletes, ergonomic bar end grips, suspension bike forks, goggles, and ski poles. I developed graphic designs and illustrated content for products as well as brand marketing pieces with creative copywriting. Along the way, I got to meet some very inspirational heroes.