(in case you needed more proof that I love this work)

American Express sought to differentiate its Centurion Lounge experience by making it feel more elevated, hospitality-driven, and reflective of the expectations of premium travelers. The project focused on enhancing the guest journey, refining the brand presence within the space, and creating a more cohesive, luxurious experience that aligned with the AMEX Membership lifestyle.
I helped with client management and brand strategy for the early designs of American Express Centurion Lounges, guiding American Express through the process of reimagining the lounge experience.

Nike partnered with EYBL athletes to test the next generation of Nike Elite Crew socks before bringing them to market. The initiative focused on real-game performance insights such as comfort, durability, traction, fit, sweat management, and overall play experience, using authentic athlete feedback to refine the final product.
I helped coordinate and run on-court wear tests with EYBL players, distributing product, gathering live feedback, and capturing performance insights directly from athletes. I synthesized observations and player notes into actionable insights for the product team, supporting adjustments to design and materials ahead of launch.

Under Armour sought to improve product flow, storytelling, and overall shopping experience at its Chicago flagship store. The project focused on understanding how customers, particularly women, navigated the space, engaged with product zones, and responded to visual merchandising. Insights from this research were used to inform layout improvements, increase dwell time, and strengthen product conversion.
I led on-the-ground consumer behavior research, observing how women entered and moved through the store and conducting direct interviews to understand their reactions to layout, signage, and product placement. I synthesized qualitative insights into strategic recommendations for store design, merchandising flow, and shopper engagement. My work informed key adjustments that supported stronger product visibility and enhanced the overall retail experience.

Rheem partnered with our team to understand how both contractors and everyday customers navigate Home Depot when shopping for water heaters. The research focused on uncovering decision-making behaviors, identifying friction points in-store, and mapping how shoppers located the Rheem aisle and compared products. Insights from three key markets informed a retail strategy that strengthened category visibility and ultimately contributed to a multi-year partnership with Rheem.
I conducted in-market research across three regions, observing shopper behavior, interviewing contractors and homeowners, and documenting how customers moved through the store to find water heaters. I translated these insights into clear strategic recommendations for signage, placement, messaging hierarchy, and in-aisle education. My work helped shape Rheem’s retail strategy at Home Depot and played a central role in securing a long-term retainer with the client.

Thrive launched its first-ever NIL partnership by securing three of Ohio State’s most high-profile athletes, Jeremiah Smith, Caleb Downs, and Julian Sayin, as brand ambassadors for our residential communities. This initiative coincided with the OSU–Michigan game and marked the first NIL deal between an Ohio State football player and a real estate developer, positioning Thrive as an early mover in a rapidly evolving sponsorship landscape.
I led the full end-to-end process for this NIL program, from relationship building and securing the athletes to managing contracts and coordinating cross-functionally with legal, marketing, and leadership teams. I oversaw all creative development for the media assets, directing how each athlete appeared across content, storytelling, and brand alignment. I also maintained the day-to-day relationship with the NIL Collective at Ohio State to ensure smooth execution, compliance, and clear communication throughout the partnership.

4th Street Market was created as a once-a-month, 40+ vendor street market along the 4th Street corridor in Italian Village, designed to bring energy, creativity, and connection to both residents and the surrounding neighborhood. The event quickly became a community staple that blended local makers, food, entertainment, and retail into an accessible, curated experience that strengthened the cultural heartbeat of the area. The market also generated over $10,000 in merchandise sales, a significant win for a passion-driven side project.
I spearheaded the entire brand identity for 4th Street Market, creating the visual system, tone, and merchandise that defined the look and feel of the event. I led the design and production of all merch, coordinated with my event partner on vendor programming, curated the layout and experience, and shaped the content strategy for social promotion.
Operationally, I oversaw liquor law requirements, legal approvals, and day-of event logistics to ensure the market ran smoothly and compliantly. From brand storytelling to behind-the-scenes execution, I drove the creative and strategic work that made 4th Street Market a vibrant, successful community moment each month.

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