Portfolio
Case studies below showcasing professional experiences as well as business ownership and entrepreneurship. Each one runs situation, challenge, strategy, result.
VoyageFair Choices
Tiered fare structure replacing a single all-in price, coordinated from decision through go-to-market.
Airtable platform ownership
Led Airtable adoption across the enterprise over two years, building project processes, apps, and dashboards with departments organization-wide.
The Navigator's Cellar
A hidden speakeasy and interactive mixology lab, proposed as a new onboard venue across a 19-slide strategy deck.
GOODA
An operating direct-to-consumer bakery business. I built the brand and identity as well as established the sales channels.
VoyageFair Choices
Tiered fare structure replacing a single all-in price, coordinated from decision through go-to-market.
Virgin Voyages introduced a tiered fare structure, replacing a single all-in price. I was a core project driver, coordinating the workstreams across product, technology, revenue, and marketing.
Executing this launch demanded seamless cross-functional coordination. Success relied entirely on synchronized handoffs, requiring us to manage the timeline between teams as strictly as our internal deliverables.
- Coordinated product, technology, revenue, and marketing, tracking every cross-team dependency in one place.
- Ran standups to gauge launch readiness across all departments and to understand new blockers or risks.
- Aligned all departments on brand voice and reviewed all internal and external communications.
Airtable platform ownership
I led Airtable adoption across the enterprise over two years as platform owner and internal evangelist. I worked with departments organization-wide to build their project processes in Airtable, engineered the workflow solutions, automations, dashboards, and apps those teams run on, and organized enterprise trainings for stakeholders.
All projects across the enterprise were tracked independently through manual sheets. There was little-to-no visibility across departments on project statuses. Workflows were slow with minimal automation.
Every department manages projects differently and all utilize different tools. Most teams have never used Airtable.
- Designed the schemas around the work itself: initiatives, dependencies, milestones, owners.
- Built project processes with departments across the organization, tailored to how each team already worked.
- Built apps on the platform for those teams to run their own work in.
- Synchronized Airtable apps across the business so that updates work seamlessly between departments.
- Built dashboards for senior leadership for easy viewing of reporting and progress across the business.
- Ran enterprise trainings for stakeholders and supported teams through the change.
The Navigator's Cellar
A hidden speakeasy and interactive mixology lab, proposed as a new onboard venue. The deck covers guest journey, installation footprint, revenue model, risk register, stakeholder plan.
The brief asked for a new onboard entertainment concept for a flagship ship. I used the land-based interactive-bar model as the reference point and rebuilt it against a ship's operating constraints.
Designing a premium onboard experience that maximizes profitability within a physically limited footprint. To succeed, the concept needed to drive high per-guest spending, balance a sense of exclusivity with organic passenger discoverability, and rely on multi-talented hosts who could seamlessly combine high-end mixology with theatrical performance.
- Position a theme around exploration that feels engaging for all demographics.
- Built entry as a ship-wide clue hunt across five venues, with an opt-out route for guests who skip it.
- Added a shareable small-plates menu to raise dwell time and average check per guest.
- Wrote the stakeholder plan by audience: senior leadership, finance and revenue management, marine engineering.
- Set the visual direction with a mood board and palette, and designed the signature drinks menu against it.
- Sequenced delivery in five phases, from narrative architecture through fabrication, staffing, and launch.
GOODA
An operating direct-to-consumer bakery business. I built the brand and identity as well as established the sales channels such as markets, pop-ups, online ordering, catering, and corporate gifting.
My wife and I founded GOODA in 2025 with a family recipe. It started at market tables and now sells online, ships nationwide, and takes catering work.
Perishable product, two-person team, demand that arrives in spikes. Orders have to be planned against bake capacity.
- Designed the round badge mark, wordmark, palette, and type pairing in Illustrator and Photoshop.
- Carried the system onto labels, packaging, and market collateral.
- Set the naming convention for the flavor line so new products drop into the system without redesign.
- Wrote the product copy on the storefront.
- Built the storefront: product pages, ordering flow, shipping rules, and a catering enquiry path.
- Run inventory and ingredient purchasing against confirmed order dates and market schedules.
- Set batch scheduling, packing standards, and lead times so soft-baked cookies survive transit.
- Price the line and set catering minimums.
