I’m a strategic creative thinker with over a decade of experience in ecommerce and direct to consumer communication. I’ve managed teams across creative, marketing and operations, with a focus on fashion and retail businesses. My background is in digital design and I have a unique balance of business, creative and retail knowledge. I see communities as the key to any brand and my approach to business places them at the center of any strategy.
As an early pioneer in the eCommerce space, I founded NeedSupply.com in 2008 and further demonstrated my industry leadership by spearheading the redesign and relaunch of Totokaelo.com. My focus on integrating content and commerce aims to create digital experiences that not only inspire and inform but also enhance the overall customer journey.
Features
Highsnobiety — Vibe Check
Forbes — "We Do Things That We Believe In"
Hypebeast — An Conversation With
Fashionista — Open Stores in Japan, Launch In-House Line
Esquire — Small Shop to a Global Fashion Force
The Second Studio — Interview
Racked — ‘Do the Most With the Least’
Apolis — Global Citizen
Virginia Living — Minimalist Cool
lululemon
Creative Director, Global Brand
January 2024 – Present, Los Angeles, CA
As Creative Director, Digital Brand Experience, I am responsible for shaping and executing our brand's digital presence across all global retail touchpoints. This role involves close collaboration with external agencies to ensure that all creative output aligns with our brand vision and enhances the overall guest experience.
lululemon.com
Work&Co
Digital Director
Jan 2022 – Dec 2022, Los Angeles, CA
Leading teams on digital products, focused on ecommerce and mobile apps. Clients include Harley-Davidson, Good American and Quip.
work.co
Supergravity
Co-Founder & Creative Director
Jan 2019 – Dec 201, Los Angeles, CA
Supergravity is a strategic and creative agency specializing in luxury, fashion and culture. Our approach is holistic, human and collaborative. We focus on the space between products and the consumer. Crafting strategic solutions to complex challenges, across digital and physical experiences. Clients include Matches Fashion, Mango, Reese Cooper Inc. and Galeries Lafayette.
supergravity.io
Totokaelo
Partner Aug 2016 – 2020
Executive Creative Director
Aug 2016 – Dec 2018, New York City, NY
Oversaw the brand transition after acquisition, leading ecommerce, creative and photography departments. Led a rebrand and ecommerce overhaul to establish totokaelo.com as an industry leader in luxury online. Oversaw planning, design and development of physical retail spaces in NYC.
Need Supply Co.
Founding Partner, Owner
Aug 2008 – 2020, Richmond, VA
We opened in 1996, selling a unique collection of vintage pieces. As a Richmond based boutique we incorporate the culture and style of the city into our mix and attitude. Over the past decade our selection has evolved to become a well-edited assortment of contemporary designers and independent labels from the U.S. and abroad.
Executive Creative Director
Aug 2008 – Dec 2018, Richmond, VA
Launched needsupply.com, from concept to brand direction and digital experiences. Directed all brand initiatives, photo studio operations and internal editorial department. Launched an in-house magazine “Human Being Journal” which was distributed internationally and translated into Japanese. Pioneered the content and commerce movement. Launched in-house brand NEED, men’s and women’s apparel and accessories, which was all developed in Los Angeles.
Human Being Journal
Founder & Creative Director
2012 – 2015, Richmond, VA
Concepted and created a bi-annual magazine produced by the Need Supply Co. creative department. Developed seven issues over three years, managing the content planning, printing, and layout design. Features ranged from environmental issues to food waste and fashion stories. The journal was translated into Japanese and distributed in the best bookstores around the world.
Serious&Ly
Creative Director
Mar 2007 – Jan 2012, Atlanta, GA
Led a nimble team of designers, developers and thinkers across verious projects for Amex, Kroger, Bimbo Bakery, Need Supply Co. and more. Projects ranged from identity systems to interactive design and development.
SapientRazorfish
Freelance Interactive Art Director
2006 – 2007, Atlanta, GA
Worked with the Atlanta office to develop interactive experiences for Coca-cola. Transitioned to working with the NYC office to support the relaunch of the T.Rowe Price website, leading the interative design.
BuiltOnSquares
Managing Partner
2003 – 2005, Atlanta, GA
Co-founded and led the interactive design and development studio. Delivered digital solutions, with a focus on Flash interaction and development.
Studiocom
Interactive Designer
2001 – 2003, Atlanta, GA
Designed interactive experiences for Coca-Cola, Sprite, and Chick-fil-A. Led the winning pitch for Coke Music which established a long-term client that drove the growth of the company.
As an early pioneer in the eCommerce space, I founded NeedSupply.com in 2008 and further demonstrated my industry leadership by spearheading the redesign and relaunch of Totokaelo.com. My focus on integrating content and commerce aims to create digital experiences that not only inspire and inform but also enhance the overall customer journey.
Features
Highsnobiety — Vibe Check
Forbes — "We Do Things That We Believe In"
Hypebeast — An Conversation With
Fashionista — Open Stores in Japan, Launch In-House Line
Esquire — Small Shop to a Global Fashion Force
The Second Studio — Interview
Racked — ‘Do the Most With the Least’
Apolis — Global Citizen
Virginia Living — Minimalist Cool
lululemon
Creative Director, Global Brand
January 2024 – Present, Los Angeles, CA
As Creative Director, Digital Brand Experience, I am responsible for shaping and executing our brand's digital presence across all global retail touchpoints. This role involves close collaboration with external agencies to ensure that all creative output aligns with our brand vision and enhances the overall guest experience.
lululemon.com
Work&Co
Digital Director
Jan 2022 – Dec 2022, Los Angeles, CA
Leading teams on digital products, focused on ecommerce and mobile apps. Clients include Harley-Davidson, Good American and Quip.
work.co
Supergravity
Co-Founder & Creative Director
Jan 2019 – Dec 201, Los Angeles, CA
Supergravity is a strategic and creative agency specializing in luxury, fashion and culture. Our approach is holistic, human and collaborative. We focus on the space between products and the consumer. Crafting strategic solutions to complex challenges, across digital and physical experiences. Clients include Matches Fashion, Mango, Reese Cooper Inc. and Galeries Lafayette.
supergravity.io
Totokaelo
Partner Aug 2016 – 2020
Executive Creative Director
Aug 2016 – Dec 2018, New York City, NY
Oversaw the brand transition after acquisition, leading ecommerce, creative and photography departments. Led a rebrand and ecommerce overhaul to establish totokaelo.com as an industry leader in luxury online. Oversaw planning, design and development of physical retail spaces in NYC.
Need Supply Co.
Founding Partner, Owner
Aug 2008 – 2020, Richmond, VA
We opened in 1996, selling a unique collection of vintage pieces. As a Richmond based boutique we incorporate the culture and style of the city into our mix and attitude. Over the past decade our selection has evolved to become a well-edited assortment of contemporary designers and independent labels from the U.S. and abroad.
Executive Creative Director
Aug 2008 – Dec 2018, Richmond, VA
Launched needsupply.com, from concept to brand direction and digital experiences. Directed all brand initiatives, photo studio operations and internal editorial department. Launched an in-house magazine “Human Being Journal” which was distributed internationally and translated into Japanese. Pioneered the content and commerce movement. Launched in-house brand NEED, men’s and women’s apparel and accessories, which was all developed in Los Angeles.
Human Being Journal
Founder & Creative Director
2012 – 2015, Richmond, VA
Concepted and created a bi-annual magazine produced by the Need Supply Co. creative department. Developed seven issues over three years, managing the content planning, printing, and layout design. Features ranged from environmental issues to food waste and fashion stories. The journal was translated into Japanese and distributed in the best bookstores around the world.
Serious&Ly
Creative Director
Mar 2007 – Jan 2012, Atlanta, GA
Led a nimble team of designers, developers and thinkers across verious projects for Amex, Kroger, Bimbo Bakery, Need Supply Co. and more. Projects ranged from identity systems to interactive design and development.
SapientRazorfish
Freelance Interactive Art Director
2006 – 2007, Atlanta, GA
Worked with the Atlanta office to develop interactive experiences for Coca-cola. Transitioned to working with the NYC office to support the relaunch of the T.Rowe Price website, leading the interative design.
BuiltOnSquares
Managing Partner
2003 – 2005, Atlanta, GA
Co-founded and led the interactive design and development studio. Delivered digital solutions, with a focus on Flash interaction and development.
Studiocom
Interactive Designer
2001 – 2003, Atlanta, GA
Designed interactive experiences for Coca-Cola, Sprite, and Chick-fil-A. Led the winning pitch for Coke Music which established a long-term client that drove the growth of the company.
Collaborators
Archie Lee Coates IV
Robbie Player
Xavier Encinas
Krystle Kemp
Duncan Wolfe
Jeff Franklin
Eric Gilkey
Angel Sarmiento
Tag Christof
Will Godwin
Lauren Lyon
Andrea Matarrese
Rachel Albright
Marleigh Culver
Joel Evey
Peter Khoury
Mimi Tang
Dante Iñiguez
Alexandra Oyarzun
Chris Green
Chris Vann
Kota Engaku
John Ferguson
Alex Kweskin
Thomas Kelly Slack
John Clayton Lee
Sissy Chacon
Dong Ping Wong
Silas Adler
Jacob Kampp Berliner
Sarah Kissell
Zach Leung
Archie Lee Coates IV
Robbie Player
Xavier Encinas
Krystle Kemp
Duncan Wolfe
Jeff Franklin
Eric Gilkey
Angel Sarmiento
Tag Christof
Will Godwin
Lauren Lyon
Andrea Matarrese
Rachel Albright
Marleigh Culver
Joel Evey
Peter Khoury
Mimi Tang
Dante Iñiguez
Alexandra Oyarzun
Chris Green
Chris Vann
Kota Engaku
John Ferguson
Alex Kweskin
Thomas Kelly Slack
John Clayton Lee
Sissy Chacon
Dong Ping Wong
Silas Adler
Jacob Kampp Berliner
Sarah Kissell
Zach Leung
Experience
Need Supply Co.
Totokaelo
Fear of God
Harley-Davidson
Matchesfashion
Reese Cooper Inc
Ayond
S.R.STUDIO.L.A.CA
American Express
Chick-fil-A
Coca-Cola
Sprite
Sprint
T.Rowe Price
Georgia Pacific
Toto
Colgate
Need Supply Co.
Totokaelo
Fear of God
Harley-Davidson
Matchesfashion
Reese Cooper Inc
Ayond
S.R.STUDIO.L.A.CA
American Express
Chick-fil-A
Coca-Cola
Sprite
Sprint
T.Rowe Price
Georgia Pacific
Toto
Colgate
Los Angeles, CA