About Me
Senior Design Director. Fifteen years directing creative for heritage brands — and a founding member of the RAA team behind Damen + Hastings.
Who I Am
A Senior Design Director who bridges creative vision and commercial results. Over 15 years I've led design teams for Levi's, Calvin Klein, Tommy Hilfiger, Columbia, Cole Haan, Tommy Bahama, and Dickies — and served as Creative Director on the RAA team that built Damen + Hastings, an in-house brand we grew from a pop-up to a national wholesale partnership with Kohl's.
My edge is seeing market, brand, team, calendar, and P&L at the same time. I partner early with merchandising, product development, and operations leadership so creative decisions land as commercial ones. I direct the work, and I build the systems and relationships that let great design happen when I'm not in the room.
My Approach
Great creative work requires three things: strategic clarity (knowing what we're solving for), collaborative culture (bringing the best out of teams), and operational excellence (executing under real-world constraints). I focus on all three.
Experience
Randa Apparel & Accessories (RAA)
Lead strategic brand portfolio management for global heritage brands including Levi's, Calvin Klein, Tommy Hilfiger, Cole Haan, Dockers, Columbia Sportswear, and Tommy Bahama. Direct holistic creative direction for seasonal launches, ensuring cohesive visual language from product concept to consumer touchpoints. Collaborate with merchandising, sales, and sourcing teams to ensure creative assets drive commercial results.
Randa Apparel & Accessories (RAA)
Translated high-level brand guidelines from partners into actionable creative strategies for the US market. Directed visual narratives for global photo campaigns, showroom presentations, and e-commerce assets. Spearheaded AI implementation pilot to modernize design process, utilizing generative tools to accelerate speed-to-market.
Randa Apparel & Accessories (RAA)
Rapidly promoted through multiple design levels based on consistent delivery of best-in-class product and creative strategy. Led transition to 3D prototyping, cutting sample timelines by 35% and reducing material waste by 30%. Developed private label strategies for mass and club retailers including Walmart, Target, Kohl's, Macy's, and Costco.
Fossil
Served as Watch Designer for Relic, Private Label, and Fossil Special Markets. Developed technical packages and hardware specifications for complex watch components. Communicated daily with overseas vendors to ensure sample accuracy and maintain quality standards during pre-production.
What I Do Best
Creative Leadership
- Directing seasonal creative strategy across multiple brands
- Building cohesive visual narratives from concept to customer
- Leading photoshoots, trend development, and brand campaigns
- Ensuring brand authenticity while driving commercial results
Team Development
- Mentoring designers from junior to senior leadership roles
- Building collaborative culture that empowers creative risk-taking
- Establishing clear growth pathways and design standards
- Creating systems that enable consistent excellence
Strategic Innovation
- Identifying emerging technologies and building business cases
- Leading digital transformation initiatives
- Pioneering new workflows and design processes
- Balancing innovation with operational reality
Business Acumen
- Understanding P&L impact of creative decisions
- Collaborating with merchandising, production, and sales teams
- Presenting creative work to executive stakeholders
- Driving ROI through strategic design leadership
Skills & Expertise
Creative Direction
- Brand Strategy & Management
- Campaign Development
- Photography Direction
- Trend Forecasting
- Visual Storytelling
- Art Direction
Design & Technology
- Adobe Creative Suite
- AI-Assisted Design
- Digital Product Creation
- Concept Development
- Industrial Design
- Digital Design
Leadership
- Team Management
- Mentorship & Training
- Cross-Functional Collaboration
- Stakeholder Presentations
- Change Management
- Digital Operations
Education
Bachelor of Science in Industrial Design
Undergraduate Coursework (School of Fine Arts)
Foundational Art & Industrial Design
Recognition & Impact
- Rapidly promoted through 5 levels of design leadership (Assistant to Senior Director) at RAA
- Led creative direction for 15+ bi-annual seasonal collections across 7+ global heritage brands
- Reduced physical sampling costs through digital transformation and 3D technology adoption
- Cut sample timelines by 35% and material waste by 30% through 3D prototyping implementation
- Built Damen + Hastings from concept to national retail in under 2 years
- Successfully adapted creative strategies across luxury and mass-market segments
Beyond Work
Based in Chicago. Fujifilm in my bag most weekends — architecture, street scenes, the occasional national park. Die-hard Detroit sports fan (Red Wings, Lions, Tigers, Pistons). Happiest outdoors with family and friends.
"Form follows function - that has been misunderstood. Form and function should be one, joined in a spiritual union."
Frank Lloyd Wright