Get to Know Me
I operate at the intersection of product launch strategy, digital commerce execution, and consumer culture. Over the past decade, I have optimized digital storefronts, scaled global catalogs, and guided cross-functional deployment across marketing, product, and engineering for market leaders like Meta, Nike, and eBay.
I hold an M.S. in Sports Product Management from the University of Oregon and a B.S. in Psychology from the University of Pittsburgh. My foundational understanding of marketplace subcultures stems from ground-level brand building, beginning as Employee #5 during the founding of Sneaker Con and revamping the curriculum for Sneakerology 101 at Carnegie Mellon University.
Beyond managing high-stakes consumer drops, I am training for the TCS New York City Marathon, a proud first-generation college graduate, and a lifelong New York Knicks fan which has helped me learn a lot about perseverance over the years. When I'm not working, you can find me trying new recipes, testing out if all those years of tennis camp are still paying off, or brushing up on DuoLingo for whatever international trip I have planned next.
Meta (Contract)
DTC Sales & Channel Marketing Manager
May 2024 - May 2026
Led global marketplace deployment, digital store storefront testing, and multi-channel go-to-market orchestration for Meta's hardware, wearables, accessories, and digital currency catalogs.
Established Meta’s eBay storefront across six countries from scratch, outperforming initial projections by 296% and driving 253% YoY revenue growth.
Directed the GTM strategy and inventory tracking for the Meta Quest 3S x Xbox limited hardware drop, yielding a cross-channel sell-out in 60 hours and 60M+ organic reach.
Sustained volume targets through an unexpected 70% reduction in channel marketing spend by optimizing promotional sequencing and catalog pricing discipline across eight product lines.
Partnered with affiliate agencies to activate creator and publisher storytelling programs across premium lifestyle and tech media networks, contributing to over 134,000 smart glasses and virtual reality units sold.
eBay
Digital Merchandising Manager - Sneakers & Streetwear
June 2022 - January 2024
Owned on-site discovery, digital merchandising parameters, and conversion optimization strategy for eBay's sneaker and streetwear category, managing one of the platform's highest-velocity cultural verticals.
Expanded platform active catalog depth from 80,000 to more than 385,000 unique SKUs, engineering data and attribution standards that significantly enhanced search discoverability and seller representation.
Lifted overall category conversion by 16% by translating consumer insights, trend data, and lifestyle metrics into actionable on-site UX modifications and seasonal campaign curation.
Contributed to the core cross-functional team executing the high-profile Nike SB x eBay 'Sandy Bodecker Dunk' charity auction, coordinating backend operations that helped raise nearly $400,000 and earned 450+ global media placements.
Roots BK
Director of eCommerce & Marketing
March 2018 - June 2022
Led full-funnel digital commerce execution, paid media spend, and open-to-buy inventory forecasting while managing an operational budget and directing a four-person team for an independent New York City vintage sportswear, designer, streetwear, sneaker and memorabilia retailer.
Drove a 16% year-over-year revenue expansion and a 22% increase in unit sales by optimizing all on-site merchandising parameters, Shopify storefront logistics, and digital content sequencing.
Scaled organic inbound web traffic by 340% through a ground-up transformation of technical SEO infrastructure and automated database customer retention workflows.
Managed end-to-end brand partnerships, product line curation, and seasonal retail drops, successfully aligning on-site digital assortments with real-time consumer demand trends.
Outdoor Research
Product Line Management and GTM Consultant
January 2021 - March 2021
Conducted intensive competitive landscape research and consumer insight matrices to steer product line expansion and GTM strategies within the technical outerwear market.
Formulated comprehensive marketing playbooks and product launch timelines used by cross-functional product and marketing teams to scale retail presence.
Partnered directly with brand ambassadors and outdoor athletes to host focus groups and virtual fit sessions, establishing foundational benchmarks for size-inclusive product line architecture.
Delivered exhaustive market landscape, whitespace, and brand positioning reviews across direct-to-consumer (DTC) and wholesale commercial channels.
Nike (University of Oregon M.S. Program Contract)
Brand Marketing Sample Coordinator
June 2020 - September 2020
Managed remote physical-to-digital asset tracking workflows, sample orchestration, and logistics mapping for global athletic apparel and footwear portfolios.
Organized and fully digitized an extensive inventory system containing over 10,000 product styles across multiple categories and seasons to ensure operational continuity.
Supported remote brand marketing execution, athlete seeding campaigns, and cross-functional influencer partner programs during the remote transition.
Nike
Product Ambassador (Retail Product Marketing Specialist)
August 2015 - March 2018
Served as a premium product storyteller and retail launch specialist at Nike's high-velocity NYC flagship store.
Brought deep, technical product expertise across Jordan Brand, Nike Basketball, and Nike Sportswear directly to consumer activation touchpoints.
Contributed to a flawless 100% sell-through performance for the high-profile, high-tech HyperAdapt 1.0 footwear drop.
Surfaced hyper-local street culture and athletic trends through consumer focus group panels feeding directly back into corporate category teams.