Designer to strategist, LA to Amsterdam & always adventuring

Let's start with the basics :)

I am originally from Los Angeles, and lived in Amsterdam for the past nine years.

My approach combines being brave and creative. This means challenging my perception by continuously learning. I do all sorts of things - like writing comedy, learning UX/UI, ink painting or sailing. I am powered by peanut butter and jelly sandwiches.

Now the professional bit.

Throughout my career I’ve enabled brands to better engage their audiences through experience. These interactions ranged from products to service rituals, physical environments to digital platforms.

This interest in brand experience started at Converse/Nike, where my footwear design role evolved into leading Customer Insights across multiple regions. I then develop my strategy and experience design expertise at UXUS (a FutureBrand Company), focusing on retail, hospitality and brand spaces.

I believe my work as a CX (customer experience) designer, brand strategist and user experience designer (UXD) can truly impact the human experience.

Last things


  • Socialise your process
  • Appreciate creative discomfort
  • Repeat, repeat with patience
  • Add in a little humor
  • Cut the jargon

Side Projects

  • Footwear design
  • Music journalism
  • Stand-up comedy
  • Sailing & boat renovation
  • Sumi-e

Reading List

  • Smarter Faster Better
  • Shark's Fin and Sichuan Pepper
  • Metaphors We Live By
  • The Summer Book
  • Ultralearning