LEAN INTO AWARENESS

In the face of mounting concern over the militarization of police forces, Safariland, a maker of body armor, wanted to share their core values to the general public. We launched the "Living Proof" campaign, showcasing the testimony of officers who were saved by their Safariland vest, reinforcing the company's commitment to their at-risk community, while transforming public perception through relatability.

As Product Marketing and Design Director of Nike Basketball in the mid-nineties, I led arguably the industry's most innovative team, producing iconic concepts like the Hyper Flight, Foamposite and the Zoom Flight. These fueled $300M in growth, pushing the category to $1B in revenue and over 70% category share. It was the genesis of a long track record of building teams and processes that produced  breakthrough products. 

In a community of creatives, Portland's new home market was equivalent to eating paste. I founded Rezide to change that. In the process, we transformed neighborhoods, defined the marketing language of pre-sale real estate and changed the notion that unique custom homes were unattainable.  As proof of concept, in its first 5 years Rezide generated $16M in sales.

As a fledgling entrepreneur, I managed to secure a footwear and accessory license with Lego. In 7 short months, we designed a product line, built a supply chain and e-commerce website, hired a sales force, all while delivering product in time for Christmas. 

As the new Nike Tennis Business Director, I was driven to kickstart a flatlined category. Digging through the Nike Innovations Lab trash can, I discovered a piece of plastic welded to mesh. Intuitively, I knew it solved the lightweight-durability riddle. That insight led to the 1st Nike Zoom Breathe, an innovation that turbo-charged the business and still dominates how tennis performance footwear is made. 

Facing two influential consumer groups resistant to interloper brands, we launched Levi's Skate and Commuter Collections. With the motto "Don't Scare the Ferret," we crafted a nuanced go-to-market strategy resulting in opening the top 200 skate and 75 cycling doors in the US.