The future of sustainable food is farming indoors. But translating a world-changing vision when your first product is packaged lettuce comes with challenges. I worked with Plenty to define their first brand and go-to-market strategy, translating that to digital and IRL experiences that set them apart and set them up to scale.

The objective was to optimize Microsoft’s fledgling Associate Video Program and to identify future proof, social-enabled e-commerce experiences. As part of the Deutsch LA team, we designed a process to leverage the expertise of Associates, produce quality videos at scale and run content experiments in order to increase the rate of learning. Additionally, we created an innovation roadmap for a re-imagined digital retail ecosystem.

In 2015, I co-founded a startup to redefine ski instruction — making it affordable, accessible and a better learning experience.

Ski trips are expensive and the quality of lessons variable. A network of qualified ski coaches used video analysis to provide customers with personalized feedback on their ski technique and shared methods to improve.

Well-received MVP but challenging unit economics.

The Nike Retail Innovation team sought to translate real-time athlete data into relevant, timely and compelling narratives for their in-store and in-app experiences. I spearheaded the strategic architecture and messaging framework, establishing a system that transformed raw data into stories.

I founded Bound to address a consumer and retailer problem in the outdoor industry. Large brands dominate the industry, with smaller brands being difficult to discover. For small retailers, DTC moves by large competitors were squeezing margins and inventory. We created Bound as a multi-retailer platform where shoppers could discover products from small brands whilst supporting local retailers. It was a content-led destination where customers learn the stories behind the brands and shops they support.

After 30 years, the Nike Sport Research Lab was moving from stealth to public facing. We helped NSRL define their brand architecture and provided an actionable roadmap for innovations along the consumer journey, elevating the experience of being an athlete participating in studies and assessments.

Allbirds had seen success with its woolen sneaker, but needed help launching their second product line (from eucalyptus fibres) and first brand campaign. As part of the Opinionated team, I helped Allbirds reframe their purpose: to help people seek comfort everywhere and launch their first ATL campaign. The work made the experience of watching the content feel as comfortable as wearing a pair of Allbirds shoes... with a cheeky twist.

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Nike had recently launched their paid subscription app, NTC Premium. I was brought in to oversee content production of their videos and to lead an initiative that mapped existing processes & provided operational recommendations to drive efficiencies and improve quality of output.

Desperados, a tequila-flavored beer needed a repositioning and worked with myself and the team at We Are Pi. To establish the brand's footprint in culture, we launched Inner Tequila Studios, which conducted a series of wild experiments in music. The most daring of these was Bass Drop: the world's first zero-gravity festival. When the bass dropped, so did the plane and so did gravity.

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Zoku came to We Are Pi with a challenge: to launch the 'anti-hotel' hotel. At the time, Zoku featured an innovation in accommodation: the 'smart loft' — a flexible home / office hybrid that encouraged long stays and collaboration. We helped position the startup and create a new category hotel industry — a neighborhood, not just a sterile set of rooms.

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Walmart Connect is the retailer's growth stage media business. I collaborated with the team to provide clarity, simplification and organization to their product architecture. We then sharpened the brand narrative for their website, live events and partner case studies.