Mermaid Labs
Brand merchandise & product development
Developing branded apparel, accessories, promotional products and launch materials; managing vendor sourcing, artwork, proofs, pricing, minimums and production follow-through.
Brand partnerships · Merchandise · Product development
I turn brand ideas into products people want to buy, wear, use and share.
I am a brand, merchandise and commercial leader who connects creative direction with sourcing, production, retail execution and measurable growth.
40Brand ambassadors led
$25M+Annual sales supported
63SKUs launched
6Brands created and sold statewide
Selected work
Ideas made tangible.
Brands made commercial.
Four case studies spanning merchandise, product development, trade marketing, retail transformation and statewide brand building.
01 · Serra
Retail brand to #1
Buying · Merchandising · Collaborations · Team leadership
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02 · Sloane & Tate
Concept to national retail
Product development · Creative direction · Wholesale
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03 · Flow Kana
Building a merchandise ecosystem
Merchandise · Trade marketing · Field leadership
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04 · LAPCG Brand Portfolio
Six brands, statewide sales
Brand creation · Packaging · Go-to-market
↗Current consulting
Branded merchandise, partnerships and guest-facing products.
The Herondale Hotel
Brand partnerships & guest experience
Sourcing elevated amenities and gift-shop products, developing wholesale and collaboration opportunities, and shaping guest-facing brand touchpoints.
What I do
Creative instinct.
Commercial follow-through.
Brand Partnerships & Collaborations
Partner strategy, cultural fit, co-branded concepts, retailer relationships and activation plans that feel authentic to both sides.
Merchandise & Product Development
Concepting, product sourcing, vendor selection, apparel and accessories, proofing, production oversight, pricing and margin.
Retail, Trade & Experiential Marketing
Assortment, merchandising, field teams, retail education, events, sales enablement and the physical touchpoints that bring a brand to life.
About
I know how to build the brand world—and how to get it made.
My career spans founder-led apparel, premium retail, cannabis CPG, hospitality and emerging consumer brands. I have developed products from scratch, sourced and managed vendors, built wholesale and retail programs, led a 40-person field team and created branded merchandise across apparel, accessories, events and consumer touchpoints.
I am at my best when a company has a strong idea and needs someone who can turn it into a cohesive product, collaboration or merchandise program—without losing the taste, story or commercial discipline that makes it work.
Let’s connect