A little about me
With 20+ years of experience leading digital transformations for global brands, I unite teams, drive technology modernization, and deliver performance-enhanced ecommerce platforms that scale. Specializing in strategic leadership, modern web architecture, Shopify development, Salesforce Commerce Cloud, and building high-performing engineering teams that turn vision into reality.
I'm a seasoned digital technology leader with over two decades of experience in digital marketing, e-commerce, and product engineering. Currently at SharkNinja, I'm passionate about building high-performing teams and leveraging technology — increasingly AI — to create meaningful digital capabilities and experiences.
With a solid front-end engineering and user experience foundation, I have held pivotal positions including Director of Global Front End Engineering and VP of Digital User Experience. Throughout my career I have excelled at leading cross-functional teams, migrating platforms, implementing new architectures, and optimizing SDLC processes for global brands like SharkNinja, The North Face, Vans, and Priceline.
More recently, I've been diving deep into AI — both as a practitioner and a builder. I've integrated AI-powered features into production applications, built AI-first products from the ground up, and actively explore how large language models and agentic workflows can unlock new kinds of user experiences. My side projects TradeTrek and StrategicPulse are direct expressions of this interest: real products built with AI at the core, not as an afterthought.
In my spare time, I like to spend time with friends and family, listen to music, play guitar, read books, play pickleball, and I love exploring.
My Interests
Companies I've Worked With
Trusted by leading brands to deliver exceptional digital experiences
My Approach
Step 1: Understand the Problem
What is the problem you are trying to solve. Start with Why?
- Define the problem clearly
- Identify the affected customer segment
- Gather customer feedback and data
- Analyze the problem's impact on user experience
- Identify frequency and severity
- Understand the user's goals and frustrations
- Investigate current workarounds or solutions
- Map out the user journey
- Define success metrics for solving the problem
- Document insights and hypotheses
Step 2: Design an MVP
Ideate on the solution, what are possible solutions? What can we build quickly to get some answers?
- Set clear goals and objectives
- Identify core features and prioritize
- Map out the user flow
- Plan for quick iterations
- Use story mapping to visualize the release plan
- Focus on scalability and potential extensions
- Establish KPIs and track user engagement
- Prepare for post-launch support and feedback collection
- Document key learnings and assumptions
Step 3: Test and Learn
Is this solving our problem statement? Take any learnings and go through the process again.
- Map out the user flow
- Plan for quick iterations
- Use story mapping to visualize the release plan
- Focus on scalability and potential extensions
- Establish KPIs and track user engagement
- Prepare for post-launch support and feedback collection
- Document key insights and learnings
Progress over PerfectionDownload PDF Version