About me

I’m a creative thinker with a penchant for strategy, and a desire to do good.

For much of my career I’ve been fortunate to help shape the REI Co-op through creative strategies, campaigns, foundational brand systems, numerous video and content projects, photography, store environment reshapes and digital experiences. The Co-op is a beautifully complex company in that it’s an omni channel retailer, a maker of its own branded goods, a house of leading brand, and a values-based leader in impact and how a business can be run co-operatively. To do this well requires a constant balancing of pragmatic retailing with aspirational efforts, and it's been an incredible laboratory that has given me hands-on experience with incredible work.

Along the way I’ve also been involved with a few start up businesses, and have built brands from the ground up. I have a hard time resisting a well-intentioned great idea, working with great people and I have a skill for taking an idea from an abstract form and bringing it to life in the real world.