8 years delivering products from insight to market.
Experienced in product strategy, design, product development, category management, international sourcing, and manufacturing— bringing commercially successful consumer products from concept to market. Now based in the UK with full right to work.
The evidence
I build products that scale.
From backpacks to luggage, I design systems that support growth without increasing complexity.
I connect design and manufacturing.
Every product is developed with production, sourcing and cost realities in mind from day one.
I turn design into business outcomes.
My work spans the visual layer- brand identity, print, surface, CMF and the development layer- sampling, sourcing, manufacturing. Most consumer products need both to ship well.
Genie
Growing a school-bag brand up with its customer.
Sole design owner across five back-to-school seasons. Genie in 2021 was a kids' label, 85% florals. Five years later it was a teen-and-college brand spanning backpacks, luggage and handbags. The work ran end to end: cohort research, range strategy, surface and CMF, manufacturing sign-off, and the operating model that shipped on calendar across six commercial channels.
- Reframed the brand's audience without a relaunch — the same customer carried Genie from age 7 to college
- Built a platform-and-component architecture: SKUs grew nearly 5× while constructions never exceeded three
- Cut a typical sampling cycle from three rounds to one; ~90% of designs signed off without a second round
- Trained the designer who now runs the brand