top of page

Dick's Sporting Goods
VP Of Creative Design Research & Development

Transitioned into a brand-new senior leadership role in a first-of-its-kind department for the company, building out all product development processes for hard-lines and soft-lines; establishing new and synergistic team; and collaborating with designers to ensure the achievement of the true ethos of each brand.

Built strong and synergistic relationships with cross-functional brand partners—merchants, planning, allocation, sourcing, marketing, visual, and vendors—while serving as the driving force behind creative branding and product development, building and shaping the narrative for each brand. Partnered with key internal and external stakeholders to instill a seasonal vision, creating clear reference points to understand product storytelling, design, construction, and fit.

  • Met aggressive sales goals across all brands amid the global pandemic, spearheading several launches (Alpine Design and DSG all-gender) and relaunches (Calia and Second Skin) vital to generating sustainable revenue gains.
     

  • Held extensive brand ownership for sales leaders and industry influencers, actively engaging in business strategy and hindsight meetings to proactively understand key drivers and identify opportunities for record-setting growth.
     

  • Pinpointed white space opportunities through analytics, performing extensive research to proactively identify trends and shifts in the activewear and fashion landscapes, as well as movements in parallel and influential industries.
     

  • Maintained the integrity of each brand, line, and product, leveraging keen insight into technological advancements, emerging trends, and consumer preferences to inform color, print, pattern, function, and set decisions.
     

  • Cultivated and led a solution-driven team focused on innovating and producing quality designs and products, instilling structure and efficient practices into the organization, and demanding excellence from every team member.
     

  • Provided seasoned leadership to the design, creative, and product development teams, ensuring key stakeholders possess a clear understanding of function and how it applies to each brand and every style.

Sr. Director of Design & Product Development

Set strategic vision for high-profile brands—generating $1.2B in annual revenue—driving financial results and market differentiation, leading global research efforts, ideating product aesthetic, and fueling the entire design process.

Led creative direction, design, and technical design for all private label brands across Men’s, Women’s, and Youth apparel and accessories, initiating innovations to expand share, extend competitor differentiation, and deliver double-digit gains. Oversaw U.S. and HKO technical design team in executing seasonal line plans, ensuring adherence to time and action calendars, and aligning with reference and aspirational brands. Increased engagement by fueling employee morale.

 

  • Led and collaborated with cross-functional stakeholders—Marketing, Product Development, Sourcing, Production, Merchandising, Planning, and Systems Management—to create clear content around brand DNA, to position offerings appropriately in the marketplace, and drive the continued evolution and innovation of the entire private label portfolio.
     

  • Reengineered private label brand portfolio to ensure a balanced product offering, launching new brands and expanding existing category leaders, delivering the brand visions resulting in the outpacing of industry benchmarks. Increased gross margin 15% and, collectively, took private label brands from $235M in 2015 to $1.2B in 2019
     

  • Owned aesthetic execution incorporating trend, color, fabric, print, silhouette, and expression of fit; brought brands ‘to life’ through photoshoot direction and close collaboration with the marketing and in-store visual teams.
     

  • Established and differentiated fabric platforms for multiple brands, working purposefully to develop a new and highly effective fabric process that supported product development.
     

  • Built bench strength through a focus on professional development of talented contributors, leading a team of 63—through 7 direct reports—and achieving above-average retention with the promotion of 10 high-potential candidates.

Director of Design, Color, Trend, & Fabric

Assumed total design and brand direction for the entire portfolio of DSG Private Label Brands including Calia by Carrie Underwood, Reebok, Field & Stream, Walter / Lady Hagen, Slazenger, Alpine Design, Team Sports, and DSG.

Fueled continued momentum and motivation to achieve unprecedented brand performance in an increasingly saturated field with increasingly discerning consumers seeking the highest levels of design, quality, fit, value, and performance. Collaborated with the Director of Strategic Sourcing and Product Services to develop a fabric platform for each brand. Provided on-demand and targeted coaching and development to a 30-member team, career-pathing 9 direct reports.

 

  • Produced record-setting financial results with private label leaders Calia and Reebok generating $163M+ in 2015; aligned product design and brand identity spanning Men’s, Women’s, and Youth apparel and accessories categories.
     

  • Led the grassroots development and design of a new concept—Second Skin—defining designs, colors, and prints; positioned brand for a 2017 launch in 50 units, resulting in $9.7M in first-year and $13.1M in second-year sales.

Lead Sr. Designer, Reebok & Calia

Led the rollout of what is considered to be the most successful private label brand at Dick’s Sporting Goods—Calia by Carrie Underwood—while concurrently managing and growing Reebok private label brand to double-digit comps.

Joined Dick’s Sporting Goods at the impetus of a private-label push, working with both emerging and established brands to provide customers with leading-edge products, unique designs, and on-trend offerings with clear design intent. Identified emerging fashion trends through international travels and working with global partners to drive innovation.

  • Fueled 21% private label brand growth within just 12 months for Reebok, leading product development lifecycles from concept to activation, and restoring brand momentum and collaboration to achieve shared goals.
     

  • Coached and developed 4 direct and 5 indirect reports, taking the time to understand each team member’s talents and motivations, identifying opportunities for improvement, and providing targeted career path development.

bottom of page