For ten years I've worked on heritage brands evolving for the next generation. Most of my work starts with trend research and fabric exploration, and ends in innovative new franchises built from the ground up.

I'm currently at Speedo, leading the women's Lifestyle, Active and Swim categories. Before that, I spent seven years at Abercrombie & Fitch, where I built a new women's activewear business from scratch, grew the Active Category by 128% year over year, and managed a team of five. Earlier I doubled Hollister Girls Swim to $45M and transformed it from seasonal to year-round.

I'm the AI lead for my design team at Speedo, where we explore emerging systems and integrate them into the design process. We currently use Style3D, NewArc, Vizcom and Nano Banana to push ideation, development and storytelling faster than the workflow used to allow.

On the side I founded EverLife, an independent brand in the loss-and-legacy space, building voice, visual identity, content systems and a product proposition from zero. It's sharpened my professional work in ways I wouldn't have predicted.

Born in the UK. Based in Santa Monica.