About Me
Senior Design Director. Sixteen years directing creative across 11 licensed global 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 16 years I've led design teams across a portfolio of 11 licensed global brands — Levi's, Calvin Klein, Tommy Hilfiger, Columbia, Cole Haan, Tommy Bahama, Dickies, Kenneth Cole, Dockers, Red Wing, and Guess — 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 design strategy, product development, and brand management across Randa's largest business category. Oversee a portfolio of 11 licensed global brands — Tommy Hilfiger, Calvin Klein, Levi's, Dockers, Columbia Sportswear, Dickies, Cole Haan, Kenneth Cole, Red Wing, Tommy Bahama, and Guess — plus private-label programs for Target, Walmart, Macy's, Costco, Kohl's, and JCP. Manage 6 direct reports and influence cross-functional teams of 20+ spanning product, sales, marketing, and sustainability. Appointed as Product Group Lead for Randa's ESG Committee, directing cross-category sustainability strategy across all product directors.
Randa Apparel & Accessories (RAA)
Elevated the product design strategy for men's leather goods and accessories, driving greater brand alignment and commercial consistency across licensed lines and retail channels. Strengthened cross-functional collaboration between design, merchandising, and sales — tightening the feedback loop between creative direction and retailer expectations to reduce costly late-stage revisions.
Randa Apparel & Accessories (RAA)
Drove product innovation and brand development while spearheading Randa's first owned direct-to-consumer brand launch. Conceived, named, and co-led the creation of Damen + Hastings — Randa's first owned D2C brand — building it from concept to an exclusive national launch at Kohl's. Led a cross-functional team across product, packaging, and sales including a high-profile Made in USA collaboration with accessories brand Pintrill. Pioneered Randa's earliest leather sustainability initiatives, evaluating responsible material alternatives and advocating for ethical supply chain practices before formal ESG programs existed.
Randa Apparel & Accessories (RAA)
Designed seasonal men's leather goods collections for multiple licensed brands, owning the full design process from concept ideation and material selection through factory handoff and production approval. Developed expertise in global manufacturing and construction standards.
Randa Apparel & Accessories (RAA)
Supported senior design teams across multiple licensed brand programs, gaining hands-on experience in product construction, material sourcing, trend research, and cross-functional collaboration with vendors and sales.
Fossil Group, Inc.
Contributed to accessories design development at a globally recognized brand, building foundational knowledge in branded product development, materials, global manufacturing, and the pace of a fast-moving accessories business.
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
- CLO 3D (Department Champion)
- Vizcom.AI
- AI-Assisted Design
- Digital Product Creation
- Industrial Design
- Gerber Yunique PLM
Leadership
- Team Management (20+ people)
- Mentorship & Training
- Cross-Functional Collaboration
- Stakeholder Presentations
- ESG Strategy & Sustainability
- Change Management
- Design Operations
Education
Bachelor of Science in Industrial Design
Undergraduate Coursework (School of Fine Arts)
Foundational Art & Industrial Design
Recognition & Impact
- Promoted through 5 levels of design leadership (Assistant Designer to Senior Design Director) at RAA
- Led creative direction for 15+ bi-annual seasonal collections across 11 licensed global brands
- Championed enterprise-wide AI and CLO 3D adoption — increasing speed-to-market by 35%, reducing physical samples by 66%, and cutting sample development cycle time by 2 weeks
- Appointed Product Group Lead for Randa's ESG Committee, driving cross-category sustainability strategy across all product directors
- Built Damen + Hastings from concept to exclusive national launch at Kohl's — Randa's first owned D2C brand
- Pioneered Randa's earliest leather sustainability initiatives before formal ESG programs existed
- Successfully adapted creative strategies across luxury, mass-market, and private-label 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