Brand, commerce & practical AI
I start with what an audience recognizes, then lead the product, store, campaign and delivery.
Founder of We’re Back Co. Previously merchandise and commerce for Will Smith’s Bel-Air Athletics, D-Nice’s Club Quarantine and Leslie Jordan.
A brand, store and campaigns built around Nebraska fan culture. From audience insight and product concepts through launch and delivery.
Six-figure sales. Thousands of orders. Built from launch · August 2024–August 2026
E-Money photograph from the WBC archive. Don’t Panic visual created with Kive.
More people, products and moving parts.
Product direction & tour coordination
Launch films, product storytelling & commerce
Co-owner · Brand & commerce
Also in the archive: Vin Scully & the Tommy Lasorda estate, and Willow Smith.
Each figure retains its source definition and reporting period. Sales are not profit. These are program or whole-store results, not revenue attributed solely to my contribution. Different periods are never combined.
Practical AI consulting
I use AI every day to develop creative, build websites and simplify recurring business tasks. I help teams turn those same tools into something useful for their own work.
The brief, judgment and final review stay human.
Develop product imagery and video concepts with Kive and Higgsfield, guided by a clear brief and a check against the real product.
See a WBC creative exampleUse Codex and Claude to turn an idea into a working page or a tool for a recurring task. This portfolio is one example.
For WBC, I built a tool that adds campaign labels to Shopify orders, making the recorded source easier to find when reviewing sales.
See how the tool worksWe’ll work out what it needs to do, build and test a first version, then show your team how to use it.
Goleta, California
Culture gets my attention. Building something around it keeps it.
My work spans Westbrook apparel launches, talent merchandise programs, live tours and brands of my own. I connect the creative idea to the assortment, launch plan, production and customer delivery.
Today I lead We’re Back Co., from Nebraska fan insight and product concepts to Shopify, lifecycle marketing and athlete collaborations.
Open to brand operations, e-commerce and lifecycle marketing roles, as well as focused client projects.
Founder & Brand Operations Lead
Founder & E-commerce Operations Lead
Co-owner & E-commerce Operations Lead
Day-to-Day Manager
Merchandise Manager
USA Operations & Accounts Manager
