LEVI’S

Built strong commercial momentum with a strategic focus on premium and consumer segmentation at all tiers - good, better, best. Reconnected a missed generation and helped reenergize an iconic brand.

LEVI'S VINTAGE COLLECTION

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Made and Cratfed

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Levi's

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Commuter Series

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Collaborations

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LEVI'S VINTAGE COLLECTION - Made and Cratfed - Levi's - Commuter Series - Collaborations -

2025

Global scale, macro to micro management and operational excellence

Played a key role as an executive product team member on the WATER<LESS project. This was originally developed as a premium dry hand finish in the Levi's Vintage Collection. We took a crafted hand finish technique and operationalized it from manufacturing to the consumer experience creating the strongest sustainability platform for denim at the time.

COMMUTER SERIES

Lead the concept that strategically surfaced from within the brands sustainability focus and the macro trend insight of urbanization. As I helped engage the brand with the teen male consumer through skate and streetwear assortments, I saw a larger commercial opportunity based on the commuting trend and larger functional aspect of it within the mega city concept.

Exploration began from within the SF core cycling community, the Mash and Macaframa bike crews, gaining insights on the functional benefits needed for commuting and how Levi’s could create a brand relevant solution.

As Director of Men’s Premium for Levi’s globally, I was given the privilege of leading the project across men’s and women’s. What started as a regional project for the US soon became a global platform and the largest selling global capsule within the brand.

50K UNIT US LAUNCH IN JULY 2011 ACCELERATING TO 2 MILLION UNITS OF GLOBAL DEMAND BY SEPTEMBER 2013

The team and I received the HASS Award, the highest internal award for Levi’s along with being presented the design award of the year from WGSN in 2011.

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LEVI’S XX DIVISION.

AMSTERDAM, NETHERLANDS : 2 Premium Men’s and Women’s Brands

LVC / Levi’s Made & Crafted

Created and maintained as a premium denim division in Europe, the brand strategically planned to centralize this with denim innovation overall in San Francisco with their best talent globally. Because of my success managing at this level of the market with the ability to influence commercialization downstream, I was tasked to sustain the growth projected while preparing the sub-brands to integrate into the larger global system. A successful leadership experience that resulted in my relocation to Amsterdam for 2-year period to execute.