Joining KiwiCo as one of its first employees, I had the opportunity to contribute significantly to the company's evolution from a simple idea to a thriving enterprise. My role involved developing product strategy and design from the initial concept to market launch, helping establish and expand the brand's presence and product range. Through collaborative efforts in product design, branding, and customer experience, I supported the company in attracting significant investments and achieving steady annual growth.
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Strategic Product Development: Led the concept, design, and launch of KiwiCo’s debut product line, setting a robust foundation for the brand’s future portfolio expansion.
Award-Winning Design Leadership: Directed the design and development of products that won over 20 industry awards, including the Academics' Choice Award and Parents' Choice Gold, enhancing brand credibility and consumer trust.
Revenue and Market Expansion: Launched a targeted product line for Target, resulting in a significant uptick in subscription sales and extended market reach. Spearheaded the development of multiple subscription lines, contributing markedly to the company’s aggressive growth trajectory.
E-Commerce and Customer Experience Innovation: Crafted a distinctive online store experience, experimenting with various business models to optimize user engagement and operational efficiency. This initiative led to enhanced customer acquisition and retention.
Collaborative Creative Processes: Orchestrated daily photo and video shoots, working collaboratively with cross-functional teams to support dynamic content creation and marketing strategies.
Panda Crate
Panda Crate went through several iterations, names, and product strategies before making its final debut in 2019. During the early years, I played a role in developing the product experience, branding, packaging, and collateral. Work included the oversite of user testing and focus groups, yielding conclusions that led to design choices that shaped the product you see today. In 2019, I circled back with this team to lead the creation of final visual marketing assets, which included photography, and video.
Maker Crate
Maker Crate is dedicated to the discovery of art and design tools to help turn artistic visions into design realities. The natural color palette and design elements weave a narrative through the identity, creating a storytelling approach that allows the brand to appeal to a wide age group and demographic. I collaborated with product design on product concepts, researched product trends, and oversaw the development of visual assets which included collateral, packaging, photography, and video to go across the website and digital platforms.
KiwiCo
Kiwi Crate
Hey, what can I say, I’m sentimental, because before there was KiwiCo, the company was called Kiwi Crate. In those early years, I worked closely with the founder to turn the initial idea into a thriving business; managed the product development process from concept through completion, which included branding, packaging, testing, and launch strategies. Our initial product line won 20+ awards including the Academics' Choice Award, Parents' Choice Gold, and Dr. Toy's 10 Best Building Toys, setting the company up for expansion into different age groups and categories.
