Twenty years in, I still think the most underrated skill in business is genuine curiosity about people. From leading consumer insights across Nike's $30B Sportswear portfolio to designing Rivian's first membership program from the ground up, my work has always lived at the intersection of strategy, culture, and the questions worth asking.

My background spans qualitative and quantitative research, brand strategy, product innovation, retail experience, and membership design, but what ties it together is a pretty consistent obsession with the consumer. Whether I was deep in ethnographic fieldwork in Mexico City, launching the first AI-powered eyewear for Oakley, or rebranding ACG, the goal has always been the same: get close enough to real human behavior that the insights feel obvious in hindsight. I've had the privilege of working alongside incredible teams at Nike, R/GA, Oakley, and Rivian, and I've learned as much from those collaborations as from any methodology or framework. Some of my best thinking has happened in a whiteboard session. Some of it has happened in a wetsuit.

I currently lead Consumer Insights and Strategy for Nike Sportswear, where I'm responsible for translating what consumers care about into direction that teams across product, brand, design, and merchandising can actually act on. I take the work seriously. Myself, a little less so. If you want to talk brand culture, consumer behavior, or the merits of a well-timed qualitative deep dive, I'm probably already interested. Let’s talk!