Transformation consulting practice partnering with leadership teams on brand strategy, marketing systems, and innovation infrastructure during moments of scale, transition, or structural reset.

Working alongside executives at brands, funds, philanthropists, and public-sector partners to translate future-state thinking into operating reality across brand positioning, go-to-market strategy, creative development, marketing operations, and organizational design.

Focus areas include: brand and marketing strategy evolution, innovation function design, product and partnership marketing, creative systems architecture, and stakeholder alignment during transformation.

In late 2025, formalized from individual advisory work into a founder-led practice in response to the scale and urgency of transformation now required.

Select clients: J.Crew, West Elm, 20th Century Fox, Bonobos, Kjaer Weis

CANAVA is a lifestyle media brand designed to help people turn everyday choices into meaningful change across food, style, travel, and home.

Built to transform the antiquated conventions of lifestyle media, it offers a permission slip to live differently, centering the people, places, and practices actively shaping a more considered future.

Originally launched as an apparel brand, CANAVA pivoted in 2025 into a media-first business to more directly influence culture, consumption, and systems-level change.

As co-founder, I lead editorial, strategy, and creative direction, building a media ecosystem focused on shaping behavior and redirecting consumption toward systems that support personal wellbeing and planetary health.

Built and led group-wide innovation, brand incubation, and marketing function across the J.Crew portfolio, driving topline growth through new brand creation while supporting global strategic and retail partners with brand expansion. Designed and operationalized the infrastructure for building new brands at scale — spanning brand strategy, product innovation, go-to-market strategy, creative direction, marketing, and commercial systems.

Partnered directly with the C-suite across design, product development, sourcing, marketing, retail, finance, and operations to identify market opportunities and bring new brands to market across fashion, beauty, and home.

Recruited and built the team from the ground up — a cross-functional organization of 30+ spanning brand, creative, product, marketing, and operations, including full-time staff, senior contractors, and specialist talent across the pipeline.

KEY RESPONSIBILITIES
–Brand strategy and positioning for new owned brands and extensions
–Product marketing and go-to-market strategy from concept through launch
–Marketing and creative direction across advertising, partnerships, and brand communications
–Innovation infrastructure design supporting multi-brand incubation pipeline
–Strategic partnership marketing including branded collaborations, third-party brand integration, and marketplace expansion
–Talent strategy, team building, and departmental budgets across brand, product, marketing, and distribution

BRANDS DEVELOPED & BROUGHT TO MARKET
–NEVEREVEN — Women's cross-category brand (DTC + wholesale)
–J.Crew Home — Home brand extension
–Compono — Contemporary home brand (DTC + wholesale)
–Mercantile — Rebranded factory and wholesale brand

Led restructuring of branded collaborations, third-party brand partnerships, and expansion of Brands We Love marketplace platform.

Brought in by CEO to lead systems-level evolution of brand marketing and creative strategy during rapid growth phase. Operated at executive level across brand positioning, marketing strategy, creative direction, and organizational design while maintaining hands-on oversight from concept through execution.

STRATEGIC SCOPE
–Led brand marketing evolution to support scale, consistency, and cultural relevance across all brand touchpoints
–Partnered directly with C-suite on brand strategy and creative vision
–Built innovative supplemental infrastructure for creative operations at scale, partnering cross-functionally with internal teams and managing external agency relationships

EXECUTION OVERSIGHT
–Creative direction for integrated marketing campaigns spanning brand marketing, retail environments, social media, digital, and long-form content—from concept through final execution including on-set direction and post-production oversight
–Engaged and directed external creative partners and agencies
–Partnered with cross-functional creative teams across design, content, and production

MAJOR INITIATIVES
–Partnered with leadership on agency search and RFP process; served as executive creative director overseeing agency work from concept through final edit
–Conceived and executed "Be Local" artisan program showcasing six American cities—integrated campaign spanning in-store displays, catalogs, social media, TV advertising, and documentary films; became West Elm's first TV advertising
–Spearheaded brand-wide creative and strategic refresh, building innovative resource pool and partnering cross-functionally with leadership to develop and execute brand evolution strategy
–Led creative execution for Whole Foods strategic partnership—integrated campaign across in-store, catalog, social media, and advertising
–Creative lead for Spotify strategic partnership—summer concert event series

Transitioned with CEO to J.Crew Group as EVP, Emerging Brands in 2017.

Founded and scaled Geren Ford, a profitable contemporary fashion brand with global distribution generating $90M+ in retail sales across apparel and lifestyle categories.

Led end-to-end brand strategy, creative direction, product development, marketing, and distribution. Built commercial infrastructure, teams, and strategic partnerships to support 5-10 collections annually across wholesale, direct, collaborations, and sub-brands.

Developed brand positioning and go-to-market strategy at the intersection of fashion, culture, and media, securing representation by CAA and WME and generating sustained press coverage across business and lifestyle media.

SELECT RETAIL PARTNERS
Barneys New York, Bergdorf Goodman, Bloomingdale's, Harvey Nichols, Henri Bendel, Intermix, Neiman Marcus, Nordstrom, Saks Fifth Avenue, ShopBop, Target

BRAND EXTENSIONS & PARTNERSHIPS
QVC, Urban Outfitters, Gilt, Soho House, Tumi, Volvo, Wharton

DIFUSION BRANDS & SPECIAL PROJECTS
HAWKS by Geren Ford, GF by Geren Ford, Currer Bell

MEDIA RECOGNITION
Featured in The New York Times, The Wall Street Journal, Vogue, Harper's Bazaar, ELLE, Marie Claire, Business of Fashion, WWD, Forbes, Los Angeles Times, Washington Post, Monocle—reflecting cultural relevance across fashion, business, and lifestyle media. Speaking engagements included Harvard Business School.

Represented by CAA for brand development, speaking engagements, and strategic partnerships during the growth phase of Geren Ford.

Developed and launched sub-brand for QVC in partnership with corporate teams, appearing on-air alongside the network's top lifestyle talent including Isaac Mizrahi and the Kardashians, as well as special programming with Heidi Klum, Nicole Richie, and Jennifer Hudson.

Regularly called on by agency leadership as CAA built internal investment fund and branding agency, providing perspective on brand building, media, and business innovation beyond traditional talent representation.

Represented by WME for brand development, media opportunities, and strategic partnerships during the early expansion of Geren Ford. Catalyzed and executed Urban Outfitters brand partnership, establishing the brand's position across retail and lifestyle media.

Partnered with brands and creative talent on global TV and print campaigns, developing the narrative role of costume and fashion within larger brand storytelling frameworks. Operating at the intersection of fashion, culture, and advertising during the transition from linear to digital media.

Clients included American Eagle, Apple, Coca-Cola, Nike, Mercedes-Benz, Sony PlayStation, Target, Vanity Fair, Volkswagen.

Represented award-winning international roster of directors—including Oscar winner Michel Gondry—within one of the most culturally influential production companies of its generation. Partnered across creative talent, production company executives, on-set teams, and brand clients—operating as the pivot point between creative vision and commercial execution.

Operated at the creative and commercial center of how culture was being shaped during a pivotal moment in advertising and content production. Served as agent for Palme d'Or-winning Nike campaign at Cannes Lions, alongside major campaigns for Adidas, Apple, Coca-Cola, HP, Levi's, Mercedes-Benz, Microsoft, Nissan, Toyota, Volkswagen, and others.

Led domestic and international print and broadcast productions for global campaigns during one of the most creatively influential periods in advertising history—the Apple "Think Different" era, Nissan's brand revival, and PlayStation's market launch.

Managed large-scale production budgets, timelines, and cross-functional teams while serving as creative partner to agency teams and top-tier directors on campaigns including Super Bowl spots and award-winning work recognized by Cannes Lions and The One Show.

Partnered with leading directors, production companies, and creative talent on campaigns for Apple, Infiniti, Levi's, Nissan, Sony PlayStation, and Taco Bell during a pivotal moment when the agency was reshaping how brands connected with culture.

Built foundational expertise in large-scale production systems, creative execution under pressure, and the intersection of creative vision and commercial reality that has informed every subsequent role.

Developed partnership and consumer products strategy across studio-wide franchise slate, translating film properties into integrated retail and brand marketing programs spanning storytelling, licensing, product development, and global audience engagement.

Partnered on go-to-market strategy bridging studio creative with consumer touchpoints—designing how franchise IP moved from screen to retail while maintaining narrative integrity and brand value across multiple stakeholder groups.

rought in by founder and CEO to evolve brand positioning, storytelling, and go-to-market strategy during critical growth phase, balancing luxury, sustainability, and global expansion.

Partnered on brand marketing strategy across product launches, retail expansion, and channel development. Introduced video as a brand storytelling medium and supported positioning evolution as the brand scaled into new markets.

Brought in by CEO to advise on brand strategy and expansion as the group scaled beyond a single flagship, helping translate a place-based cultural identity into a broader brand and experience ecosystem.

Led brand marketing execution for Paris residency at Merci.

Brought in by founders for creative refresh; catalyzed comprehensive brand strategy and go-to-market review when foundational positioning work proved necessary before creative execution.

Partnered with leadership and external strategy consultants to develop brand strategy, positioning, and go-to-market approach at the intersection of wellness, science, and culture. Led creative development and execution from strategy through final deliverables, helping position a category-defining company.

Worked collaboratively across internal teams and external partners to translate strategic vision into operational creative reality.

Brought in by CEO to develop strategic partnership initiative bridging brand positioning, product strategy, and partnership marketing to unlock growth and collaboration opportunities during transition period.