Product Development Strategist
Consumer Behavior & Product Performance Specialist
Licensed Cosmetologist
I work with beauty founders and product teams to develop products that earn their place in someone’s routine.
My work focuses on the decisions behind product development: understanding consumer behavior, evaluating performance in real-world use, and identifying where products succeed or fall short within the broader category. Drawing on 15 years of hands-on experience working directly with products and consumers, I help brands clarify what to build, how it should perform, and where it fits in the market.
Areas of Focus
Every stage of product development introduces a new set of decisions. My work helps founders and product teams answer three of the most important: identifying meaningful opportunities, defining product direction, and evaluating product performance.
Consumer & Category Insight
Where is the opportunity?
Identify meaningful opportunities by examining consumer behavior, category dynamics, competitive offerings, and unmet needs before committing to development.
Product Strategy & Evaluation
What should we build?
Translate insight into a clear product direction through concept evaluation, competitive benchmarking, performance targets, and product development planning.
Product Performance Analysis
Does the product deliver on its promise?
Evaluate product performance through professional assessment, consumer feedback, and comparative benchmarking to better understand product strengths, opportunities, and consumer perception.
Problems emerge when performance, positioning, and consumer behavior aren't evaluated as a system. What works in theory doesn't hold up in practice. What sounds compelling doesn't drive repurchase. What seemed obvious in development misses the mark in market.
My work connects these elements. I test how products actually perform, uncover what drives consumer decisions, and identify gaps while you still have options: during concept development, refinement, or diagnosing performance issues.
Clients &
Collaborations
