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Fit Women

Dick's Sporting Goods

VP OF CREATIVE DESIGN RESEARCH & DEVELOPMENT​

SR. DIRECTOR OF DESIGN & PRODUCT DEVELOPMENT​

DIRECTOR OF DESIGN, COLOR, TREND & MATERIALS​

LEAD SR. DESIGNER, REEBOK & CALIA

VP OF CREATIVE DESIGN RESEARCH & DEVELOPMENT​

Built strong and synergistic relationships with various cross-functional brand partners, including merchants, planning, allocation, sourcing, marketing, visual teams, and vendors. While serving as the driving force behind creative branding and product development, building and shaping the narrative for each brand. Partnered closely with key internal and external stakeholders to establish a cohesive seasonal vision, providing clear reference points for understanding product storytelling, design, construction, and fit. I leveraged a data-informed approach, ensuring that decisions were based on analytics, fostering collaboration, and delivering impactful business results.

Oversaw the creative vision and process as the strategic driver of all private brands. Delivered clear, actionable reference points to guide product development.

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  • Strategic Vision & Creative Leadership: Directed the overarching creative and strategic vision for all private brands, building distinct brand narratives through storytelling, design, construction, and fit. Established trend-forward direction to align creative initiatives with business objectives, driving growth and profitability while anticipating market shifts.​​

  • Organizational Scaling & Team Development: Scaled the design and development function by establishing brand-specific departments, increasing operational efficiency by 30%. Built high-performing teams and proactively resolved challenges through strategic planning and preventative process improvements.​

  • Agile Leadership & Adaptability: Guided teams with clarity and calm under pressure, navigating the dynamic landscape of consumer goods, fashion, and media. Leveraged technology, consumer data, and trend forecasting to maintain brand integrity and ensure timely, relevant product execution across multiple concurrent initiatives.​

  • Execution Management: Improved project turnaround times by leading design, graphics, and technical teams to meet calendar deadlines and optimize operations. ​​

  • Performance-Driven Strategies: Achieved a 46% increase in sales across all brands during the global pandemic by aligning design strategy with aggressive sales targets. Partnered with sales & planning to execute growth-driving initiatives. ​

  • Product & Brand Innovation: Successfully launched DSG (all genders), Alpine Design, VRST, and the relaunched Calia, driving sustained revenue growth and brand authenticity. Integrating storytelling and digital innovation into product development to meet evolving consumer demands. ​​

  • Operational Excellence & Execution: Optimized production planning and project timelines by unifying design, graphics, and technical teams around milestone calendars. Leveraged vendor and mill capabilities to maximize efficiency and resource use.​

  • Market Analysis: Identified market opportunities by analyzing trends and shifts in the luxury fashion landscape. Translated insights into compelling products and experiences by understanding the target audience's demographics and psychographics. Utilized data to inform design decisions while maintaining creativity. ​​

  • Budget & Financial Management: Managed multi-million-dollar budgets, successfully across product portfolios.  Forecasted, allocated, and monitored financial resources delivering creative projects within cost constraints and alignment while ensuring projects were completed on time and within scope..​​

  • Resource Allocation: Efficiently allocated resources by leveraging vendor and mill capabilities to optimize production planning.​​

  • Executive Communication & Influence: Presented creative concepts and seasonal strategies to executive leadership, clearly articulating design vision and business alignment. Effectively bridged creative direction and commercial objectives across internal and external stakeholders. 

Sr. Director of Design & Product Development

Set strategic vision for high-profile brands generating $1.2B in annual revenue. This included driving financial performance and market differentiation, leading global research initiatives, ideating product aesthetics, and overseeing the entire design process. Led creative direction, design, and technical design for all private label brands across Men’s, Women’s, and Youth apparel in addition to accessories and hardlines. Initiated innovative strategies to increase market share, enhance competitor differentiation, and achieve double-digit growth. Managed the U.S. and HKO technical design team in executing seasonal line plans, while ensuring adherence to time and action calendars, and aligning with references and aspirational brands. Increased employee engagement by enhancing employee morale among team members.

  • Revenue Growth: Generated $1.2 billion in annual revenue by establishing a strategic vision and executing product launches for private brands. ​​

  • Creative Leadership: Oversaw creative, design, and technical teams, enhancing efficiency and product quality by 42% through effective communication and knowledge sharing.

  • Market Expansion: Drove a 63% increase in market share compared to national brands by expanding product categories across men's, women's, youth, accessories, and hardlines.​​

  • Brand Integrity & Design: Maintained brand ethos through trend, color, fabric, print, silhouette, and fit execution—while achieving $163M+ in sales.​​

  • Partnerships: Launched successful product lines through partnerships with celebrities like Carrie Underwood and others. ​​

  • Innovation & Strategy: Re-engineered brand portfolio and leveraged emerging trends, technology, and insights to launch new brands and drive sustained growth. ​​

  • Seasonal Planning: Led design teams in the US and Hong Kong, ensuring that seasonal line plans were executed on time. ​​

  • Strategic Decision-Making: Utilized technology, identified emerging trends, and analyzed consumer insights to guide design and product decisions. ​​

  • Mentorship: Mentored design and development teams, enhancing their productivity and creativity throughout the entire process, from concept to completion.​

Director of Design, Color, Trend, & Fabric

Assumed overall design and brand direction for all DSG Private Label Brands, including Calia, Reebok, Field & Stream, Walter/Lady Hagen, Slazenger, Alpine Design, Team Sports, and DSG.​

Maintained a strong momentum and motivation to achieve exceptional brand performance in a saturated market, where consumers are increasingly discerning and seek the highest standards of design, quality, fit, value, and performance. Collaborated with the Director of Strategic Sourcing and Product Services to create a fabric platform for each brand. Provided targeted coaching and development for private brand management and direct reports on a clear career path.​

 

  • Design & Brand Leadership: Aligned product design and brand identity spanning Men’s, Women’s, and Youth apparel and accessories categories. Produced record-setting financial results in private label with Calia and Reebok, generating 163M+.​
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  • Mentorship & Career Pathing; Championed career pathing by identifying high-potential talent, providing tailored development plans, and fostering continuous growth. Empowered team members to advance their skills and pursue leadership opportunities, resulting in increased engagement and retention across the organization. ​
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  • Business Development & Brand Launch: Led the end-to-end development of Second Skin, defining brand identity through strategic direction in design, color, and print.  Spearheaded the successful market introduction across 50 retail stores, generating $9.7M in first-year revenue and achieving $13.1M in the second year.

Lead Sr. Designer, Reebok & Calia

Successfully led the launch and rollout of what is considered one of the most successful private brands at Dick’s Sporting Goods, while concurrently managing and growing the Reebok private label brand to achieve double-digit sales.

Joined Dick’s Sporting Goods at the momentum of the 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.

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  • Brand Growth & Strategy: Delivered a 21% increase in private label brand growth within 12 months for Reebok by identifying consumer needs, optimizing go-to-market strategy, and aligning cross-functional teams around a revitalized brand vision. ​

  • End-to-End Product Development: Directed the full product development lifecycle from trend forecasting and concept creation to design execution and market launch, ensuring product relevance and timely delivery across all categories.  â€‹

  • Cross-Functional Leadership: Reestablished brand momentum and fostered stronger cross-functional department collaboration by implementing a new creative framework, aligning sourcing, merchandising, and marketing on seasonal design strategy.​

  • Performance Optimization: Streamlined development processes and reduced time to market through workflow improvements and strategic vendor partnerships. 

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