I’ve spent 17+ years shaping how customers experience a brand, from the first click to the store counter. My work sits where UX, operations, and brand meet.

In my current role, I lead digital experience and operations for a multi-state outdoor retailer. My scope covers ecommerce, customer service, UX, and creative. I own the end-to-end rental journey with store ops partners, from online reservation to in-store fitting. I also lead cross-functional planning for our two biggest revenue drivers, winter rental and summer patio. In a previous role, I rebuilt a national retailer’s ecommerce site and set its photography direction. It became the foundation for a new US market entry after the company was acquired. Nearly a decade later, it’s still in use.

Early in my career, I found my professional purpose: advocating for the customer. Customers trust a brand when the journey is intuitive and the guidance is helpful at every step. That belief shapes how I lead. I help my team members own their areas of expertise, and we keep the customer at the center of every decision. People count on me for clear process and steady follow-through, and the results move the business forward.

I believe the best brands earn loyalty by being honest about what they are and delivering on their promises.