Head of Banana Republic Strategy + Head of Athleta Strategy (6/24 – Present) • Banana Republic (~$1.8B): Helping steer turnaround: -Rebuilt strategy, LRP, positioning & identity to drive customer relevance. -Optimizing product/price architecture, specialty/factory relationship, stores & SG&A.• Athleta (~$1.4B): Transforming for growth: -Reshaped brand strategy and built LRP & AOP to link strategy to execution roadmap. -Sharpening Power of She platform & store strategies.Head of Corporate Strategy & Development + Head of Athleta Strategy (6/23 – 6/24) • Corporate Strategy (~$15B): Helped transform, increasing stock price by 300%: -Partnered with new CEO to outline next phase of growth. -Sharpened company priorities, operating model, & synergy understanding. -Created new strategic planning process & brand strategy playbook.• Athleta Strategy (~$1.4B): Asked to help turnaround after 3yrs of underperformance. -Re-architected purpose, positioning & growth strategy. -Built new consumer segmentation & embedded consumer into GTM process. -Negotiated Simone Biles, Alicia Keys, Obe, Saysh & Thredup partnerships.Head of Corporate Strategy (~$15B) (11/20 – 6/23) • Helped drive transformation that increased EBIT >$1B vs. FY20: -Enrolled leadership on step changing focus on driving cash flow, margin & ROIC. -Built case for transformation and helped drive cost savings & divest non-strategic brands/markets.• Re-architected corporate strategy & annual priorities: -Reset portfolio strategy and explore acquisitions, divestures & strategic options. -Conducted white space assessment of new growth vectors.• Partnered with all Functions to drive value: -Assisted Chief People Officer, Chief Legal Officer, & Head of ESG to build strategies. -Shaped Gov. Affairs jobs, taxes, tariffs & geopolitics strategies. -Helped COO navigate Covid disruptions.

Senior Executive Leader of Global Strategy, New Growth Platforms, Business Development, Consumer Insights, and Sustainability:• Build long-term brand vision, strategic plan, and solutions to deliver business objectives.• Report directly to The North Face Brand President and partner with him to shape growth agenda.• Partner with Americas, Europe, and Asia GMs and Global Functional Leaders to activate strategy.• Develop new innovative business models and growth platforms (e.g., The North Face Renewed). • Explore business development opportunities for the brand to step change growth. • Act as chief consumer officer to ensure voice of the brand's consumers is represented.• Partner across the organization to empower the brand's sustainability platform.• Prepare brand's Board of Director and Investor Relations materials.• Helped relocate brand headquarters from San Francisco to Denver.Member of The North Face Global Executive Leadership TeamMember of VF Corporation's Strategy Leadership Team

Advised Retailers, Consumer Brands, and Private Equity Investors (across 30+ client engagements)Private Equity Advisory:• Due Diligence• Portfolio Growth• Sell-Side SupportCorporate Strategy:• Strategic Planning• Growth & Turnaround Strategy• M&A Acquisition Strategy & SearchRevenue Growth:• Omnichannel Strategy• Store of the Future Design• Customer Journey & Experience Optimization• Store Real Estate Optimization & White Space• New Market Entry• InnovationBrand Strategy:• Marketing Strategy• Customer Segmentation, Targeting, & Positioning• Consumer Research & InsightsAuthored multiple articles on McKinsey.comQuoted by Pensions & Investments

Advise Retailers, Consumer Brands, and Private Equity Investors (across 50+ client engagements).Corporate Strategy, Growth & Turnaround Strategy, Due Diligence, Portfolio Growth, Sell Side Support, Brand Strategy, Customer Journey/Experience Design, Segmentation, Targeting, Positioning, Innovation, Marketing Strategy, Omnichannel, New Market Entry, Real Estate Optimization/White Space, Market Sizing, Brand Strength, Strategic Planning, M&A Acquisition Search, Consumer Insights.Projects include:• Transformational Turnaround Strategy - Specialty Retailer• Revenue Growth Strategy - Salon & Spa Retailer• Brand Positioning and Consumer Value Proposition Design - Specialty Retailer• Future Customer Journey Design - Sporting Goods Retailer• Customer Segmentation and Targeting Strategy - Grocery Retailer• Consumer Segmentation and Growth Strategy - Footwear Brand• Store Layout and Assortment Strategy - Specialty Retailer• Grocery Product Entry Strategy - Restaurant Chain• Branded Retail Evaluation - Toy Brand• Competitive Brand Positioning - Apparel Retailer• Competitive Assessment - Distributor• Competitive Intelligence - Hardware Brand• Market Landscape Assessment - Apparel Supplier• Omnichannel Insights - Grocery Retailer• Organizational Design - Apparel Brand & Retailer• Strategic Planning - Grocery Retailer• M&A Strategy - CPG Company• M&A Target Search - CPG Company• Due Diligence - Big Box Pet Retailer• Due Diligence - Apparel Brand & Retailer• Due Diligence - Footwear Brand & Retailer• Due Diligence - Protein Bar Brand• Due Diligence - CPG Broker• Due Diligence - Value Retailer• Due Diligence - Snack Brand• Due Diligence - Beverage Brand• Sell-Side Support - Apparel Brand & Retailer• Sell-Side Support - Snack Food Brand• Sell-Side Support - Beverage BrandPromoted multiple times.Editor of the Kurt Salmon Review. Authored articles in The Deal, FashInvest, & Chain Store Age. Quoted in Financial Times, FierceRetail, & Footwear News.

GILLETTE - GLOBAL PREMIUM-TIER SHAVE PREP & PERSONAL CARE• Re-energized the 3-year innovation pipeline by leading initiatives for shaving cream, deodorant, hair care, & body wash product launches. • Developed framework to increase a new shave prep initiative from $15MM to a $100MM.• Unlocked consumer insights to increase purchase intent +26% across a new body wash initiative.• Led consumer research in the US, United Kingdom, and Russia to create/qualify a top 20% scoring product concept, despite the organization previously failing to qualify similar ideas.• Partnered with regional business units to ensure consistent execution of global strategy.MR. CLEAN - NORTH AMERICALed turnaround of Mr. Clean Magic Eraser (+$100MM) from lowest to highest year (+23% growth):• Adjusted brand positioning and consumer target.• Created 2 of the highest qualifying TV ads in brand’s history and 2 top scoring digital executions.• Replaced under-performing line extensions with larger pack sizes / revamped product packaging. • Partnered with sales team to win more distribution and trade promotion.• Developed innovation strategy and 3 year product pipeline, including a plan to deliver an additional +20% in revenue growth in FY '10.• Recognized for ‘Outstanding Contributions’ to the business in both July ’09 + March ’10Developed strategy to expand Mr. Clean into new categories:• Developed bathroom entry strategy - launch exceeded forecast expectations (117 Index).• Led 2 cross-functional teams from concept creation to product launch in fewer than 15 months.• Created/qualified a top scoring new kitchen concept for launch in 2011.Recommended exit of Mr. Clean Wipes despite $25MM in investment:• Created plan to save +$3MM by managing inventory and raw materials scrapping.• Recognized for ‘Outstanding Contributions’ to the business in June ’08.Drove brand strategy: • Led marketing plans and >$20MM budget; overhauled website, digital & search strategy.

As MBA Intern, Recommended Strategic Growth Opportunities:• Identified +$10MM opportunity to reposition Post Classics behind key health benefits.• Created strategic plan to enhance ethnic brand equity and drive multicultural trial.

HRG is a marketing consulting firm focused on optimizing marketing ROI. HRG also helps CPG brand teams make data-driven strategic pricing, promotion, and assortment decisions. Clients include: Church & Dwight, ConAgra and ING Direct.• Led teams of up to 8 consultants to complete analytical projects from inception to presentation. • Advised clients on how to optimize marketing mix by analyzing spending effectiveness and ROI.• Managed HRG’s retainer client business by partnering with 5 different CPG brands to develop strategic pricing, promotion, and assortment recommendations and assess competitive activity.

Cannondale (now Kantar Retail) is a marketing/sales consulting firm that helps CPG manufacturers work more effectively with their retailer partners to grow revenue and strengthen brand equity. Clients include: General Mills, PepsiCo, Campbell's, Kraft, ConAgra, Pfizer and Novartis• Promoted after 10 months to lead 8 person team, a position typically help by a 3rd year analyst.• Managed project teams, coordinated recruiting/training, and revised the mentor/review process.• Designed several category leadership programs to help CPG brands and retailers increase sales and profitability by recommending how to optimize pricing, promotions, assortment and shelving.• Drove strategic insights through modeling, financial analysis and syndicated data analysis.• Analyzed "right to win" and developed a positioning plan for a men’s grooming brand launch.• Performed acquisition assessment by developing a valuation model to determine the incremental benefit of integrating 2 businesses after accounting for economies-of-scale and business synergies.• Developed expertise in benchmarking, business reviews, category management, trade promotions, customer marketing, syndicated data analysis (IRI and Nielsen), market research, controlled-store tests, surveys, focus groups, modeling, and planogram creation.