Discover and Distill.
Discover consumer behavior and distill marketplace insights to direct the product creation process.
Connecting with people and developing purposeful relationships within communities is the foundation for what makes me a leading footwear innovator in the sportswear industry. Throughout the past 2 decades, many places have shaped my understanding of consumers and pop-culture: visiting 4 continents, 20+ countries, 50+ cities, 20+ NBA and NCAA basketball teams and led countless focus groups with young people across the globe. These market travel trips are highly inspiring and provide fundamental chances to connect and forecast - conversations, fashion, food, music, design and culture - all of it providing clues to the current state of consumers and marketplace trends.
As a graduate of the UC Irvine School of Social Sciences with a degree in Psychology, my approach to marketplace strategy uses empirical research to discover and interpret consumer behavior: spending patterns, social relationships, cultural trends, brand loyalty and the affect on brand and product competition. Through qualitative and quantitative analysis, and close to two decades of consumer behavior research, I use ongoing insights to inform and guide the product creation road map. With an equally strong vision for new opportunities to push the fusion of sport, culture, business growth and brand value.
“Don’t copy the behavior and customs of this world, but let God transform you into a new person by changing the way you think. Then you will learn to know God’s will for you, which is good and pleasing and perfect.”
— Romans 12:2 NewLivingTranslation