2017-2019 FRESH Director of Visual Merchandising & Store Design, North America

Lead Design Department for the brand’s North America Region:

+ strategize, manage and execute all VMSD projects, including campaign activations, merchandising overhauls, store renovations and openings, event booth design, and retail partner workshops

+ manage communication and partnership with fixture manufacturers, event vendors, stores, and all internal stakeholders

+ maintain visual merchandising standards and campaigns across almost 1,000 points of distribution within Free Standing, Department Store and Sephora channels

+ manage and retain a team of 8 creatives

+ propose and track annual operating and capital budgets and expenditure for spend in the US, Canada and Mexico

Insight: A Sephora merchandising overhaul led to record business performance for the brand and established Fresh as best in class for Skincare in the Sephora channel.

2012-2017 PRIVATE CREATIONS Co-Founder & Creative Lead

Design and strategy consulting services in the areas of:

+ 3D branding design
+ product design and development
+ merchandising and store design
+ branded environments
+ event design
+ packaging design
+ project management
+ vendor management
+ 3D renderings
+ fabrication drawings
+ creative leadership
+ creative workshops

Clients Include: Google, Target, Adidas, Acer, Samsung, Starwood Hotels, Bvlgari, Dior, Smorgasburg, NARS, LAX, NFL, PNC Banking, JetBlue

2008-2012 ESTEE LAUDER Director of Global Merchandising Design

Design and manage production of all launch testers for all global markets:

+ for all product categories including skincare, makeup and fragrance

+ for all channels including department, free standing and perfumery stores

+ elevate brand touchpoints consistently and towards a younger, more contemporary demographic

+ manage and mentor a team of 3, overseeing 50 projects annually

+ honor all budgetary constraints

+ liaison for all overseas affiliates including Asia, Europe, UK and Immerging Markets

+ coordination and collaboration with Global Marketing departments

+ present all work for approval to Brand President

+ design of retail environs, permanent testers, pop-ups, secondary store design elements and secondary packaging

2005-2008 STUDIO RED, THE ROCKWELL GROUP Senior Associate Designer

Creative Lead for multi-disciplinary teams, working on product design and brand activations including environmental design, new products, and packaging design:

+ creative team leadership

+ strong focus on strategically driven concept generation and multi-disciplinary design solutions

+ collaboration with industrial designers, graphic designers, architects, design strategists and project managers

+ coordination of design teams through charrettes, cultural immersions, corporate ideation workshops, idea generation, design strategy and design development

+ projects based both domestically and abroad (US, Africa, EU, Asia)

Clients include: The Coca Cola Company, Starwood Hotels, Seventh Generation, Viking

2004-2005 PDI Design Manager

Design and model making manager for makeup and skincare displays:

+ brand focused designs

+ oversee fabricated model making

+ client presentations for approval

+ costing information to management

+ concept through production line oversight

Clients include: L’Oreal, Lancome, Redken, Essie

2002-2004 ECCO DESIGN Industrial Designer

Product design and development at all design phases for:

+ consumer electronics, furniture, lighting, interaction, domestic white goods, stationery, toothbrushes, transit, and kitchen tools

+ concept generation, refinement and design for manufacturing, prototypes and ergonomic studies, 3D renderings, and branding guidelines

Clients include: LG Electronics, Lexus, Virgin, Bic, Kodak, Colgate, Herman Miller, Bombardier, OXO


Graduate Diploma of Industrial Design: QUT, Brisbane Australia, 2002

Bachelor of Built Enviroments, Industrial Design: QUT, Brisbane Australia, 1999-2001

Bachelor of Business: USQ, Toowoomba Australia, 1993-1996