Product Strategy · Boston, MA
Nine years leading global product portfolios at New Balance, Altra Running, and REEF — plus a stint founding my own AI venture. I bridge consumer insight, cross-functional execution, and commercial strategy to bring products from brief to shelf.
"The best products don't just solve problems — they understand the person having them. I build for the feeling, not just the function."
Every brief I write starts with a real consumer truth — not a demographic, a mindset. Who are they before they reach for this product? What's happening in their life that makes this matter? The insight shapes everything downstream.
The hardest part of product strategy isn't knowing what to build — it's knowing what to cut. I've walked away from good ideas because they weren't the right idea for the right moment. Discipline in the brief saves complexity at launch.
Physical products and digital products ask the same question: does this feel right? Performance specs and pricing architecture are table stakes. The products I'm proudest of are the ones that made someone feel seen — and then sold through.
Led 0→1 development of consumer-facing digital products, from brief through commercialization. Secured angel investment to launch an AI-powered social media compliance tool. Consulted wellness and lifestyle brands on digital product strategy, go-to-market positioning, and web presence — operating as a cross-functional lead across design, development, and commercial strategy.
Managed a global lifestyle footwear line, leading seasonal roadmap and cross-functional execution across design, development, and merchandising. Developed product briefs aligning consumer insight with design intent, feasibility, and brand positioning. Translated trend and consumer insights into assortment and pricing strategies that balanced brand equity with commercial performance.
Led full lifecycle execution for a $60M performance run portfolio, achieving 28% YoY growth through consumer insight, competitive analysis, and disciplined cross-functional alignment. Partnered with Material Specialists on technical construction and fabrication. Built seasonal briefs that balanced innovation, brand codes, and commercial viability. Recognized with two Forbes "Best of" awards.
Forbes "Best of" — Lone Peak Hiker 2 & Provision 8
Owned a $500M global portfolio, driving 10% YoY growth by identifying whitespace and expanding assortments in a mature, competitive market. Led cross-functional teams across design, development, merchandising, and global markets. Multiple editorially recognized products featured in The Cut, Refinery29, and WhoWhatWear.
0→launch · $60M portfolio · 28% YoY growth
Competitive analysis showed the zero-drop, wide toe-box segment was growing faster than the broader performance run market — but Altra's assortment was skewing too technical, leaving a large population of comfort-first runners without a clear on-ramp. Consumer interviews confirmed the gap: people wanted the health benefit without the intimidation of the aesthetic.
I wrote briefs that explicitly expanded the target consumer from "dedicated trail runner" to "health-motivated everyday runner." This required persuading internal stakeholders that softening the aesthetic wouldn't dilute the brand — it would grow the category. I used consumer panel data and competitive pricing analysis to make the commercial case.
I recommended discontinuing three low-velocity styles that were consuming development resources without moving the brand forward. Redirecting that capacity into two higher-potential launches — one road, one lifestyle-adjacent — gave us the commercial upside while keeping the line edit tight. This decision required alignment across design, sales, and the VF Corp portfolio team.
The repositioned line achieved 28% YoY growth over the three-year period. Two products received Forbes "Best of" recognition. The consumer-first brief approach became the internal template for how the broader Altra team wrote product briefs going into the next planning cycle.
"The best brief isn't the most detailed one — it's the one that gives a designer permission to solve the right problem."
The ability to write a brief that aligns commercial intent with creative latitude is the core skill I've brought to every role — from $500M portfolios to 0→1 ventures.
AI Product · Angel-backed · 2024–present
"Creators spend real time worrying about whether their content will get flagged. I built the tool that checks first."
Euforia scans social media posts for platform Terms of Service violations before publishing — giving creators and brand teams confidence before content goes live. Identified the whitespace through creator community research, validated the pain with 40+ interviews, built v1 as a solo founder, and secured angel investment to take it to market.
The same 0→1 motion I've executed for scaled corporate portfolios — applied to a venture I owned entirely: brief, validate, build, ship, iterate.
Digital Wellness · Mindfulness · 2024–present
"Most apps are designed to retain everything. Release is built on the opposite insight: sometimes people just need to let it go."
Release is a mindfulness tool where you write your thoughts and release them into the universe. Nothing is saved. Nothing remains. Just the act of letting go. Born from a real consumer insight: people don't want to revisit their anxious thoughts — they want permission to move past them.
Together, Euforia and Release tell a deliberate story: I build for both the rational and the emotional — for the person who needs utility and the person who needs release. That range is intentional.
I've been carrying this worry for weeks. It's okay to feel uncertain. I release this into the universe…
Open to senior product and product marketing roles in health, wellness, performance, or consumer tech. Based in Boston — open to hybrid. I respond within 24 hours.