Applied Cognition is VC-backed startup company developing a novel medical device and platform for translational measurement of a newly discovered biology of the brain whose failure has been shown to cause neurodegeneration in preclinical models. They aim to non-invasively and continuously measure brain biology in humans to enable development of treatments that stop or reverse the progression of neurodegenerative diseases such as Alzheimer's and Parkinson's.I held several roles within Applied Cognition: 1) Researched interventions that had evidence to impact NREM sleep quality; designed and ran a 8-week, 20 participant intervention study measuring the impact of physical activity on brain health, cardiovascular health and sleep quality.2) Electronic medical device development: worked in the electronics lab developing and testing device prototypes to non-invasively measure brain activity be used in an IRB clinical study.3) Content writing: Wrote technical educational content for the device companion phone app explaining disease pathology of Alzheimer's Disease and explaining complicated device metrics in simple terms.

Set the product and brand strategy for the development of Enrichual, a new line of self care products, formulated with hemp cannabinoids. Let a cross-functional team during a nearly two-year development cycle to bring two topical products to market, and launch Herbalife Nutrition into a new category of hemp-based products.

• New Business Category Development: Writing business and product marketing plan for two major new expansion categories. Leading a team to conduct market assessment, competitive analysis, target customer analysis in order to build a marketing strategy including product launch and growth plans. • Leading new-product exploration. Leading three direct reports and a cross-functional team which have evaluated 100+ product concepts, screened 60 through consumer insights, and 14 of which have progressed to early-stage development and set to launch by 2020. • Designed and implemented an innovation process. Built a process with inputs from 40+ global stakeholders to align idea generation to consumer needs and trends, designed a tool to evaluate ideas for relevance to our business model, enhanced product validation protocols, and established metrics for post-launch analysis.• Shifted the company culture by building the first customer journey. Pioneered efforts to align inter-departmental teams around the customer. Led to multi-year contract with SalesForce.

• Developed a novel sports drink (CR7 Drive) with Cristiano Ronaldo. Personally collaborated with Cristiano with 5 in-person meetings over a 16 month span starting with establishment of taste preferences and product ideation, review of biologics and blood values with his staff, sharing prototypes, final product unveiling, and post-launch promotion and media appearances. Featured in GQ Taiwan as the developer of the Cristiano Ronaldo-endorsed sports drink. • Led internal cross-functional team to fast-track development of ‘CR7 Drive’ and launch in 56 markets.• Traveled to 35 countries as the brand icon and sales force trainer. Presented product education and sales pitches to crowds as large as 20,000. Hosted Q&A panels with university professors, professional athletes and interviews with media.• Led our sponsored-athlete performance programs. Hired and managed a team to work directly with the LA Galaxy, multiple Olympic teams and athletes, collegiate NFL-Combine athletes, and extensively with Heather Jackson (Ironman athlete) to build custom performance nutrition programs.

• Conceived and established the brand and product vision for Herbalife24. Built a global sports nutrition line now sold in 72 countries, officially used by five Olympic teams (Costa Rica, Italy, Vietnam, Israel, India), and directly increased Herbalife sports revenue from $99M in 2010 to $260M in 2017. • Led a 50+ person cross-functional team to launch an unprecedented five products in 10 months. Followed by two additional product launches five months later. Worked closely with R&D, Science, Quality, Operations, Legal and Regulatory to ensure products met customer expectation and modified formulations as required for acceptance into the 72 markets Herbalife24 is sold.• Co-developed complete brand marketing platform. Worked with my former co-owner to oversee creative agency deliverables. Together, we wrote content for web, social media, sponsorship, sales, and education. Worked with Legal and Regulatory to usher through approval process. Managed majority of content on social media channels for Herbalife24 (Facebook, Twitter) from summer 2011- fall 2014.

Founder of Prolong Energy, the Ultimate Endurance Fuel. While competing at road cycling at a pro-am level (Cat 2) and working on my PhD research project, I was inspired to create my own sports drink. Training 25 hours per week (nearly 500 miles!) requires tremendous amount of caloric intake. Not being satisfied with drinks on the market, combined with being up-to-date on the latest scientific research, I came across a series of papers that showed increased energy utilization of combined carbohydrate sources. This sparked an idea to create my own concoction, where I added a small amount of protein for sustenance during long training sessions and a broad spectrum of bioavailable minerals to enhance hydration. Prolong Energy was born in my kitchen, and perfected with countless, field-tested iterations. It survived and passed the torture test of road racing and epic adventures. Prolong had a fervent customer following was sold direct to consumer before the advent of Instagram and targeted digital marketing and was sold in over 30 brick and mortar retail locations, mostly in California.