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Work Background
GOOD CHEMISTRYFounder, Vice President Creative + Marketing
Jul. 2017 - Mar. 2025Minnesota, United StatesGood Chemistry is a clean, ingredient-transparent fragrance brand designed to make high-quality personal fragrance fun, accessible, and affordable. Launched in 2017, Good Chemistry quickly became a category disruptor, offering a fresh, modern take on fragrance at retail. Rooted in transparency, inclusivity, and science-backed scent development, the brand has grown into a major player in mass and specialty retail. As a founding force behind Good Chemistry, I led the brand from concept to category leader, driving its creative and strategic vision while scaling the business nearly 30x from inception. - Built and led a multidisciplinary team across product development, branding, and marketing strategy.
- Established the brand’s identity, voice, and retail presence, redefining what clean fragrance means for today’s consumers.
- Developed creative and marketing strategies that fueled rapid expansion and deep consumer loyalty.
- Partnered with executive leadership to integrate design thinking into brand and product innovation, ensuring differentiation in a competitive market. Good Chemistry represents what’s possible when great design, smart strategy, and consumer insight come together—and leading its creative evolution, from idea to impact, has been one of my proudest career achievements.
ILLUMESr. Director of PD + D
Jun. 2015 - Jul. 2017
IllumeDirector of PD + D
Jan. 2014 - Jul. 2017Minneapolis, MN
IllumeCreative Director
May. 2012 - Jul. 2017
ILLUMEVice President Creative
May. 2011 - Mar. 2025Minneapolis, Minnesota, United StatesILLUME is a vertically integrated developer of personal fragrance products, creating award-winning brands sold in major retailers across the U.S. and Europe. In addition to its owned brand, ILLUME, the company has collaborated with leading retailers such as Anthropologie, Madewell, J.Crew, West Elm, Target, and more. It also designs, develops, and sources personal care and fragrance products under its owned brand, Good Chemistry. As the creative visionary behind ILLUME’s evolution, I played a pivotal role in scaling the company by more than 15x, transforming it from a small private label manufacturer into a recognized leader in home and personal fragrance. - Built and scaled in-house creative, brand, and marketing teams to support rapid growth and expansion.
- Developed brand strategy and visual identity that positioned ILLUME as a key player in both home and personal fragrance.
- Led creative direction for retailer collaborations with top lifestyle brands, expanding ILLUME’s reach and influence.
- Drove the expansion of Good Chemistry, establishing it as a standout clean fragrance brand at retail.
- Partnered with executive leadership to integrate design thinking into business strategy, ensuring brand and product innovation aligned with company growth. This is where I learned what I’m truly capable of—scaling creative teams, building brands, and proving the power of design as a business driver.
IllumeCreative Manager
May. 2011 - Jul. 2017
AvedaSenior Graphic Designer
Jul. 2008 - May. 2011Minnesota, United StatesFounded in 1978, Aveda™ creates high performance, botanically-based products for beauty professionals and consumers—while continuously striving to conduct business in an environmentally sustainable manner. Headquartered in Blaine, Minnesota, Aveda manufactures innovative plant-based hair care, skin care, makeup and lifestyle products, available at retail in Aveda Experience Centers and more than 9,000 professional hair salons and spas in more than 30 countries, as well as at Aveda.com. Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world. As an Art Director and Senior level Designer, I worked closely with visual, merchandising, education, shows, product development and marketing teams to build compelling campaigns to launch new products and educate the vast sales force on their unique selling points, while always putting the environment first. This is where I learned the impact working for a purpose-led brand can have.
Little & CompanyGraphic Designer
Jun. 2006 - Jul. 2008Minneapolis, Minnesota, United StatesWE BUILD BRANDS FROM THE INSIDE OUT. Without an audience, a brand doesn’t exist. And the strongest brands unify their audience under a common vision. We call this Branding from the Inside Out™. Why is it important? Because having one brand anthem that resonates with employees, customers and even the casual observer is the perpetual motion machine of brand loyalty. Since 1979, we’ve partnered with companies who understand how design can drive culture (inside and out), ideas and sales. We bring together problem solvers, strategic thinkers and conceptual designers to develop compelling brand stories. As a Designer, I worked alongside an incredibly talented team of creatives to build brands that matter. I created some award winning projects and made life long friends. This is where I learned the value of a work family.
IMAGEHAUSDesigner
Jan. 2002 - Dec. 2006Minneapolis, Minnesota, United StatesIMAGEHAUS, a brand design firm specializing in brand creation and development, has helped companies develop their brand strategy - a plan for long-term and short-term success. We Believe Branding and design are about increasing revenues over the long term, whereas advertising is more short term. If a company is struggling, rarely does an investor come in and want to buy an ad campaign. The value is in the brand. As a designer on a very small team, I designed projects on my own, learned how to fail and succeed. Lived design and won awards. This is where I learned the business of design.
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