CV

Strategic Merchant & Retail Lead

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PROFILE

Strategic Retail Leader with over 15 years of experience driving commercial success for global icons like Apple and Levi Strauss & Co. Expert in translating complex business goals into intuitive, high-engagement physical store environments that tell a cohesive ecosystem story. Proven track record in orchestrating multi-category hardware and software launches, optimizing customer journey mapping through dwell-time insights, and bridging the gap between design vision and commercial profitability.


Ecosystem Merchandising: Hardware, Software, & Services Integration

  • Physical Retail Strategy: Engagement Zone Design & Store Resets

  • Data Analytics: Dwell Time, Interaction Rates, & Conversion Efficiency

  • Stakeholder Leadership: Cross-functional partnership with Design & Marketing

Worldwide Retail Product Merchant

Apple Inc.

Cupertino, CA

2024 – Present


Hardware Ecosystem Architecture: Spearhead the physical merchandising strategy for the full Apple hardware suite, ensuring seamless integration between devices to demonstrate cross-product synergy.

  • Engagement Bay Strategy: Partner with Design and Marketing to define the strategy for key hardware engagement zones, ensuring every bay serves a distinct commercial purpose.

  • Data-Driven Optimization: Work with field teams to analyze interaction rates and customer dwell-time data to refine the physical journey, purify customer counts, discovery paths, and improved conversion efficiency.

  • Global Launch Leadership: Lead the commercial manifestation of five global product resets yearly, ensuring seasonal campaigns are visually compelling and structurally optimized to drive traffic.

  • Assortment Curation: Synthesize business goals with consumer insights to curate bespoke hardware and soft-goods portfolios that reflect premium brand values.

Global Merchant

Levi Strauss & Co.

San Francisco, CA

2022 – 2024


Strategic Business Growth: Reset the Global Women’s Line, achieving 151% YOY growth by establishing core categories and trend-forward seasonality.

  • Consumer Profiling: Established and led the Global Women’s Target Consumer Profile in conjunction with cross-functional leadership teams.

  • Commercial Operations: Developed and implemented new "ways of working" for Global GTM and commercial operations.

Managing Director

Miista Ltd.

London, UK

2014 – 2016



Omnichannel Leadership: Led commercial operations for a $5M footwear and accessories business across all channels.

  • Merchandise Planning: Spearheaded merchandise planning and line architecture while managing a team of 12 direct reports.

  • Creative Collaboration: Worked closely with the Design Director on Creative Direction to align brand strategy with GTM execution.

Global Merchant

Levi Strauss & Co.

San Francisco, CA

2011 – 2014


Portfolio Management: Managed a $50M annual tops assortment for Global Men’s, achieving 22% growth season-over-season.

  • Innovation & Growth: Reset the "Commuter" series by evolving performance technology, resulting in 21% unit volume growth in the first year.