Pivoted Interactive Fitness from B2C to D2C, launching Capti, an individual-led, game-inspired smart bike built on counter-positioning and network effects, for the modern fitness family.

Removed friction from the consumer journey and built Zwift's commerce experience from scratch, launching North America in 4 months, then scaling to Europe, 35 countries, and a 22-person team.

Part of the "One Nike" project unifying brand and commerce into one seamless experience on Nike.com, as part of Nike's Retail Reset strategy toward a direct-to-consumer model.

Turned around a declining category with a Momofuku chef collaboration on an exclusive dunk, a new loyalty pilot, and a scrappy, fail-fast culture built for experimentation.

Revived a flatlined customization business by simplifying assortment, moving to consumer-value pricing, and refocusing marketing on the features customers actually cared about.

Migrated Hurley onto Nike.com, introducing the surf brand to Nike's consumer base with a new "Surf" category, updated taxonomy, and an integrated retail marketplace plan.

Owned the online experience and go-to-market strategy for Nike's largest and most complex partnership, creating an entirely new category home on Nike.com and Nike's first digital brand playbook for launching and scaling a partnership at this size.

Owned the Nike.com go-to-market strategy for the Fuelband launch, one of Nike's earliest wearable tech bets, across owned, paid, and earned media.

Built brand awareness and preference through grassroots activations and sampling programs targeting young athletes across Western Canada.