Along with David Mayer, Joe Dickson, and Zooey Deschanel, I co-founded and built a company on the belief that there should be a higher standard for everyday products. Merryfield is is a mobile app-based rewards program, a trusted authority on better-for-you products, and an insights and activation solution for purpose-led brands. Merryfield rewards consumers for purchasing products that don't use artificial junk or unnecessary chemicals — and are better for families and the planet. We're honored to partner with a high-caliber collective of brands, including Stonyfield Organic, Applegate, Califia Farms, Primal Kitchen, Vital Farms, and Athletic Brewing. A particular point of pride is our consumer satisfaction: our NPS score reached a high of 77, and we've maintained 4.9* App Store and 4.7* Google Play ratings.Merryfield was acquired by Attain Data in September 2024.- Spec'd and shipped bespoke B2B2C rewards platform: conceptualized and delivered E2E consumer experience and all supporting capabilities, leveraging a modern and flexible tech stack.- Forged path to monetize receipt purchase data capturing significant volume of consumer spend. Recruited analyst to generate insights for brand clients, implemented data quality practices and automations, and collaborated with clients and engineering to release an on-demand insights portal product atop a real-time data warehouse.- Delivered innovative "Learn & Earn" in-store engagement program in partnership with Earth Fare, converting in-aisle shoppers through media and incentives unlocked with any smartphone. Designed customer experience, trained store teams, and partnered with IT and data team to roll out to stores in 8 states.

Led an all-volunteer non-profit educational organization through the process of launching a new website. - Implemented site analytics and derived audience insights to support re-launch strategy.- Developed requirements and implemented private beta site along with user feedback mechanisms.- Provided team with recommendations to enhance depth and breadth of content to improve SEO and increase traffic.

Led team of 16 product managers, digital marketers, and designers while doubling team size during growth phase for new program. Deepened Plenti member engagement through digital product capabilities, content, and partnerships.- Drove Agile operating model to enhance mobile (iOS / Android Apps with wallet, tablet, and smartwatch extensions), responsive web, and service layer platforms with monthly feature releases, improving user experience to reach 80% top-box satisfaction scores.- Developed SEO, ASO, A/B/MVT and content marketing programs to drive incremental digital visits, while redeploying digital display, paid social, and paid search strategies to improve efficiency and precision.- Expanded relationship with affiliate network partner, launching new channel to drive incremental sales.

Led digital product development for Plenti from initial ideation phase to delivery of the iOS, Android, and responsive web product roadmap supporting inaugural program launch.- Assembled Agile teams of product, engineering and UX / UI to focus on user-centered minimum viable product, while managing stakeholders in business development, partner management, marketing, research, and operations to prioritize launch requirements.- Served in partner-facing role to evangelize end-to-end customer experience design, leveraging digital platform prototypes and large-scale retail format simulations to visualize customer experience.

Conceptualized new means to deepen loyalty among international Cardmembers within internal Disruptive Innovation lab.- Launched an in-market pilot leveraging mobile & web technology to test a concept related to usage of Card benefits.- Recruited and led an end-to-end cross-functional team in Mexico City to design and execute the pilot customer experience.

Drove strategy and development for new mobile marketing platform to bring contextualized, localized content and offers to consumer and small business customers.- Envisioned user experience and oversaw interface design.- Built and led high-performing Agile design and development team to deliver five successful product releases, leveraging technologies including iOS/Android native code, HTML5, real-time decision optimization, and location-based services.- Awarded 2011 American Express Chairman's Award for Leadership.

Transformed global SMS enterprise capability by identifying re-engineering opportunity. Drove implementation of new technology strategy and negotiated new vendor relationships to optimize expense across 21 markets.

Launched new SMS account management service (Text MyAmex) designed to enhance cardmember experience and differentiate AXPʹs service offerings.