We lead groundbreaking immersive experiences at Executive Briefing Centers and Innovation Hubs worldwide.

https://www.makeitelemental.com/ Founded an agency specializing in retail design strategy and execution,to translate brand values and brand strategy into inspirationalexperiences that drive revenue. Clients include REI, Snow Peak, Rivian Automotive, PCC Markets, RAD Power Bikes, and BECU. https://www.makeitelemental.com/

My role was to create immersive and impactful physical and experiential expressions of the REI brand. From our flagship stores to our co-op campus to new concepts that will help REI enable a life outdoors for all.Accomplishments:•I Increased revenue and brand awareness, by pioneering a new retailthe format that shifted from an operational and product-centricenvironment, to brand-led, multi-channel customer first experience.•Created the omnichannel experience strategy and a scalable 5-yearplan for physical experiences, including new stores, remodels, HQ,shop-in-shops, pop-ups, and events that increased revenue and drove brand awareness.•Established and led a unified decision-making process, by creating across-divisional executive leadership team, to increase revenue,service efficiency and authentically express the Co-op values.•Developed an innovation test lab and mock store which tested,studied, planned and executed 15-20 scalable new omnichannelmerchandising strategies per year and 20-30 enterprise-widescalable fixture rollouts. •Led internal and external teams of experience designers, architects,planners, visual merchandisers, and project managers responsiblefor the planning, designing, and execution of 10 new stores, 25remodels, 20-30 global fixture rollouts, and 4-5 new enterprise-wide strategic concepts per year.•Created a scalable product presentation, visual merchandising, in-store marketing strategy, and, implementation for 160 stores.•Responsible for a budget of 35-50 million dollars per year, and ateam of 40-50 people.•Created a yearly value-engineering strategy, and plan to reducestore cost by 10%-20% YoY.

Increased sales and brand awareness by leading and inspiring architectural, interior design, fixture design, and visual merchandising teams to create brand-focused immersive retail experiences in new and existing stores. Accomplishments:•Established the first customer experience design team focused ondeveloping a holistic in-store brand experience. Achieved this bybringing together store design, architecture, In-store marketing andvisual merchandising under one division to evolve the retail customerexperience and reduce costs.•Established and improved visual floor-set direction and process toenhance customer experience, improve product presentation, andreduce execution costs, by creating the first scalable digital floorset, with training and real-time updates.•Led internal and external teams of architects, planners, visualmerchandisers, and project managers responsible for the planning,designing and execution of 6-8 new stores, 25 remodels, and20-30 enterprise-wide fixture rollouts.•Managed a yearly budget of 15-20 Million, and a team of 20-30people

Created an emotive and enhanced customer experience that wasaligned to merchandising sales goals, brand strategies, and operationalefficiencies that increased sales and reduced costs. Led the design andproject management of the first REI Manhattan store-The SohoFlagshipAccomplishments:•Established a new cross-divisional internal review process thatimproved product presentation and sales for new stores andexisting store fixture rollouts.•Created and delivered the SoHo flagship store in 11 months. Fromlease signing to opening. 20,000 sq ft, historic building, adaptivereuse, all-new design, and product presentation.•Delivered all projects on time and on budget.•Led a team of 7 store planners and fixtures designers.•Managed a budget of 5 million per year.

Opened 35 stores on time and on budget by removing redundanciesand project managing a team of outside designers, contractors, consultants, and vendors. Increased sales by improving the customerexperience, and product presentation by creating the first cross-divisional review process.Accomplishments•Reduced overall development cost and timeline by streamliningconsultant team, reducing the number of vendors, and creating astructured store development process.•Increased efficiency and communication by creating an internalcross-divisional review process of all contracts, schedules andtimelines.•Responsible for the new store design process, budget management andmonthly executive updates and communicatio