
Product Strategy & Commerce Innovation | ex: Shopify, Snipes, YZY
I build products and experiences that make people feel something—and I scale the systems that turn that emotion into real business. Over the past 15+ years I’ve moved through ecommerce, footwear, tech, music, and retail, leading teams and shipping products everywhere from Shopify, YEEZY, and Snipes to my own studio, Future Basics. Today I serve as VP of Product Strategy & Innovation at Universal Music Group’s Famehouse, where I’m expanding what “merch” can be. Think: new physical categories, connected vinyl, audio devices, collectibles, home goods, and product ecosystems that deepen fandom rather than just monetize it. My lane is finding cultural whitespace, designing the product that should exist, and building the operational engine that lets it scale globally. I’ve worked in factories, designed footwear lines, built creator programs, launched hundreds of products, and closed the loop between creativity, commerce, and community. If you’re thinking about the future of fan products, category expansion, or how to innovate without losing operational discipline—I’m always up for a conversation.
shopify.com
brooklynda.org
safeway.com
universalmusic.com
San Francisco Bay Area
Vice President - Product Strategy & Innovation
Universal Music Group
• www.linkedin.com/company/universalmusicgroup
Sep 2025 - Present
CEO & Founder
Future Basics
• www.linkedin.com/company/future-basics
Jul 2019 - Present
San Francisco Bay Area
Associate Faculty
Santa Rosa Junior College
• www.linkedin.com/company/santa-rosa-junior-college
Aug 2023 - Jul 2025
Santa Rosa, California, United States
VP
YEEZY
• www.linkedin.com/company/yeezyinc
Oct 2019 - Oct 2022
Los Angeles Metropolitan Area
Director - Business Planning - Creator Program
Shopify
• www.linkedin.com/company/shopify
Mar 2021 - Sep 2022
VP/GM - Garrixon
Garrixon
• www.linkedin.com/company/garrixon
Jul 2017 - Mar 2021
Philadelphia, Pennsylvania, United States
Consultant
INTRINSIC Partners
Jan 2012 - Dec 2013