Strategy + Vision

Five brands, from licensed fashion to core snowboard, competing for the same consumer, shelf and factory capacity. I mapped every brand against price and consumer, defined white space for each, and set the design roadmap the brand presidents invested against. Each brand got a distinct lane, a shared calendar and a shared stage-gate process.

Authored Spyder's brand DNA and visual language (attitude, branding, color, form, details) and the product stack behind each season, then scaled the same framework across all five Outdoor Collective brands. Defined the Luxe vs. Sport women's personas that brought the Haven and Vida jackets back to top-seller positions.

Reviews were decided by the loudest voice, late changes and lines that drifted from strategy. I designed a repeatable stage-gate system (strategy, alignment, kickoff, rounds, scoring, calendar), first at PEARL iZUMi, then Spyder, then all five Outdoor Collective brands. The result: 20% faster project timelines and clearer decisions across Design, Merchandising, Development, Marketing and Supply Chain.

3x growth in year two. Relaunched Billabong in snow with a new team and no sales samples in time for sell-in. I authored the brand identity, positioning, pre-line, sell-in and sales decks, and onboarded a sketch-to-photoreal generative AI workflow to sell the line without samples, then scaled it across all five brands. Drove a 10K-to-20K waterproof upgrade at lower cost.

21.4M viewers. Designed the Olympic capsule collection for the Jamaica ski team, plus Olympic race suits for two additional athletes, from graphics and race-suit artwork to team apparel and accessories. Worn by the flag bearer at the Opening Ceremonies of the 2026 Winter Olympics.

Photo: Cameron Spencer / POOL / AFP

ISPO Award 2023. The brand needed a sharper identity and stronger margins with a lean team. I served as sole designer across every apparel category for six months, redesigned the trim suite over three seasons (consolidating trims and materials by 50%), reintroduced sweaters, and built the in-house color and quality function. The Women's On-Piste Bib Pant won an ISPO Award, and the brand DNA later scaled across the portfolio.

+25% sales revenue, +100% mountain bike apparel. Led a 9-person team across road, mountain, run and triathlon (apparel, footwear, gloves, headwear and protection), driving seasonal direction for 700+ styles across two global launches a year. Redefined the CMF process, led the Women's Initiative, won VeloNews Best Women's Drop-Tail Bib and earned three U.S. patents.

A mountain-to-town line positioned between heritage fashion and technical ski brands: inspired by the rugged past, engineered for the mountain present. I built the FW26 Aspen Collection from brand positioning through line plan, men's and women's outerwear and lifestyle, each style taken from inspiration to tech sketch to full colorway, plus a knitwear program with custom jacquards.

Built and held the design relationship with the Tommy Hilfiger / PVH Design Licensing Director, aligning weekly so a licensed alpine line met a global fashion house's standards, and managed the Grateful Dead license at PEARL iZUMi. Led the design side of Spyder collaborations including Supreme, Reebok, Madhappy, Ford Lightning and a three-year partnership with Society, protecting each brand's identity. Olympic race suits for athletes and national teams; the Pro Gear customization program is still used globally.