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 reading, learning UX, ink painting or sailing worldwide. I am powered by peanut butter and jelly sandwiches.

Now the professional bit.

I worked as a Senior Creative Strategist for UXUS (a FutureBrand company), transforming brands by increasing consumer engagement and brand perception within retail and hospitality spaces, IRL.

Over the last three years, my specialties included hotel design strategy and guest experience.

Before becoming a strategist, I designed footwear for Converse from both the global and EMEA offices. My role evolved into leading regional consumer trend and insights across EMEA, Brazil and APAC, while contributing insights to Nike as well.

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