Built a new-to-market hospitality brand, Field Station, from scratch. Opened two new doors for AutoCamp and evolved the existing locations. Managed change, enabled growth, and drove profitability for 7 total locations across the nation.• Built and managed a multidisciplinary team of retail and food and beverage experts. Lead F&B director, retail buyer, property supervisors, and line-level teams. • Translate brand strategy into tactical execution plans to enable headquarters and property teams. Create working frameworks and SOPs, administer training, and codify accountabilities. • Deployed a new POS system, unique identifier database, inventory management processes, system integration, and reporting. • Lead creative development and strategic sourcing of custom-branded apparel. Centralized buying methods and means to maximize MOQs resulting in improved COGs.

Built a new-to-market hospitality brand, Field Station, from scratch. Opened two new doors for AutoCamp and evolved the existing locations. Managed change, enabled growth, and drove profitability for 7 total locations across the nation.• Built and managed a multidisciplinary team of retail and food and beverage experts. Lead F&B director, retail buyer, property supervisors, and line-level teams. • Translate brand strategy into tactical execution plans to enable headquarters and property teams. Create working frameworks and SOPs, administer training, and codify accountabilities. • Deployed a new POS system, unique identifier database, inventory management processes, system integration, and reporting. • Lead creative development and strategic sourcing of custom-branded apparel. Centralized buying methods and means to maximize MOQs resulting in improved COGs.

Builder of foundational positioning, champion of customer centricity. Define, target, and measure key results.• Authored the strategic framework of the Co-op’s “Ecosystem of Place,” which shaped enterprise perspective on future business opportunities supported by physical touchpoints. Defined attribution, offer-set, designation, and KPIs to drive market productivity across the fleet.• Strategized and delivered three proof-of-concept specialty retail stores. Gateway Store (North Conway, NH), Neighborhood Shop (Cambridge, MA), and Climbing Gym Pro-shops (Houston, TX). Drove fundamental change in product curation and service model. Improved offer-set relevance, sell-through, and margin.• Co-created enterprise-wide Customer Experience Differentiators and Brand 360 Guidelines, which enabled omni-teams to drive consistency in customer impressions. Equipped creative and business teams with a shared vocabulary and goals.

Innovated the foundational creative positioning for all physical manifestations of the REI Co-op brand.• Strategic and conceptual project lead for REI’s “Store Evolution” customer experience repositioning.• Developed REI’s Flagship Strategy, which drove double-digit gains YOY through a multi-year remodel plan, special projects, and new store builds. Lead the design and delivery of an award-winning reclaim-reuse project for the historic Uline arena in Washington, D.C.• Concepted, pitched, created, and delivered “Outdoor Collective,” a first-of-its-kind shop-in-shop in keylocations, introducing new brands like Topo Designs, Parks Project, and Polar Stuff. Facilitated incubation of emergent brands now assorted fleet wide. Drove new member acquisition and diversified composition.

Led departmental and cross-divisional teams to strategize, develop, budget, and execute projects of varied scope. Calibrated creative solutions to meet and exceed business requirements. Drove positive results through strategic capital investments totaling 45M annually.

Primary conduit for all communication to external partners. Oversaw design development, construction, and continued maintenance for all partnered retail environments. Confirmed brand compliance of retailer design criteria. Managed schedule, spending, and space allocation. Advised designers, merchants, and executives on integration of vendor shop in shops.

Supported Design Planner in development and maintenance of department specific design concepts. Coordinated sourcing and ordering of fixtures, casework, and decorative elements. Lead on site fixture move ins at both remodel and new store projects. Liaise with corporate merchants, visual merchandising, logistics, and facilities teams.

Store level visual presentation specialist. Executed monthly and seasonal window trims. Reconfigured department fixture layouts and composed interior presentation statements. Orchestrated on site special events and PAs. Primary stylist and trimmer for men’s departments.

Lead visual merchandiser for booth in 2003 and 2004 Outdoor Retailer show. Styled forms, organized gear, and maintained product. Advised international sales reps on future product presentations and booth design.

Trained, rehearsed, and performed classical and contemporary choreography.

Customer service, sales, and visual merchandising.