about me
"it's not how you feel about that design, its how that design makes you feel about yourself"
Experienced Design Director and Industrial Designer with 10+ years in product innovation and brand development. Led cross-functional teams to deliver market-leading products and drive revenue growth. Skilled in mentoring designers, managing global projects, and building cohesive brand cultures. Expertise in SOLIDWORKS, CMF design, and product development.
WORK EXPERIENCE
Senior Industrial Designer - SVP Worldwide, Nashville, Tennessee
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Flagship Project: Directed the design of the $22K Designer Epic 3 sewing machine, leading daily collaboration with mechanical teams in Sweden, conducting design reviews with cross-functional leaders, and coordinating goal assessments with support staff in Shanghai. Successfully launched the product, elevating Husqvarna VIKING’s reputation for cutting-edge design and engineering.
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CMF Catalog Development: Created a comprehensive CMF catalog for Singer, PFAFF, and Husqvarna VIKING by conducting extensive trend research. Established new color trends within the sewing industry, streamlining future product designs and improving design consistency across brands.
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Momento Brand Development: Led the design for Singer’s crafting brand, Momento, developing its visual identity, CMF guidelines, and overall brand aesthetic. Spearheaded the creation of steam presses, ensuring consistency across product lines and contributing to the brand’s successful market launch.
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Concept Model Creation: Developed a high-impact concept model for the Designer Epic 3 release convention, showcasing advanced design and technological innovation. Collaborated closely with cross-functional teams to highlight blue-sky design concepts, reinforcing Husqvarna VIKING’s leadership in the market and strengthening the brand's innovation credentials.
Senior Industrial Designer / Design Director - JWEI, Costa Mesa, California / Shenzhen, China
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Brand Development: Conceptualized and built the Sinuous Designs brand for Wismec, launching the Predator 228 in 2016. Achieved over 160,000 units sold in pre-orders, helping Wismec capture a 30% market share in the e-cigarette industry through strategic market positioning and branding initiatives.
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Promotion & Leadership: Promoted from Senior Industrial Designer to Design Director after three years, leading marketing and R&D initiatives in the USA. Mentored junior designers in brand creation and industry knowledge, helping them excel in developing their own brands within Wismec and expanding their professional skills.
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Marketing Management: Managed marketing campaigns, social media strategies, and packaging development for new products across the US, China, and the EU, increasing brand engagement and driving product launches that contributed to international sales growth.
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Team Guidance: Directed junior designers and mechanical teams in the US and Shenzhen, ensuring project goals were met on time and maintaining high standards of design quality, which led to consistent delivery of product innovations.
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Sales & Promotion: Partnered with the executive team to promote new product campaigns to distribution partners across the USA, successfully boosting product visibility and generating additional sales growth across key markets.
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Talent Development: Managed and developed new industrial designers across the US, Switzerland, Shenzhen, and Beijing, creating a unified brand culture that accelerated project timelines. Fostered a culture of creativity and innovation, enabling teams to deliver projects more efficiently and consistently.
Industrial Designer - Vape Revolution LLC, Cerritos, California
January 2014 – August 2015
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Product Line Management: Created and managed the new product line, SQN, overseeing the design and development process.
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Innovation: Designed a first-of-its-kind PCBA smoking sensation device for SQN, collaborating daily with mechanical and electrical engineers. Sourced part vendors in the US and China, launching the product within 1 year.
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Exhibit Design: Designed the principal Vaperev trade show booth for Vape Expo, showcasing new products and brand identity.
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Display Design: Developed point-of-purchase displays for juice brands within Vaperev's distribution arm, enhancing product visibility and sales
HOBBIES
