AI Fluency
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Projects
I
IKEA Experience Lab
In-store innovation and prototyping facility
Built a full mock store within an IKEA location to test and validate new store concepts. Unified all in-store innovation across countries through a single pipeline, allowing best ideas to move directly into product teams. The model scaled across IKEA's global innovation efforts.
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Target In-Store Digital Platform
Unified iPad-based digital system for 800+ retail locations
Started with three crowdfunded products on iPads in a single store and scaled into a company-wide platform across 800+ locations. Eliminated fragmented screen implementations by establishing one digital vision across research, technology, operations and marketing. Built and tested core experience in a full-size cardboard mock store.
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Target Internet of Things Platform
Partner platform and ecosystem for connected home products
Developed Target's IoT partnership framework and pipeline. Led conversations with major tech companies and managed a network of startup partners. Created the foundation for Target Open House, a retail community space and showroom for connected-home innovation.
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Target Open House
Retail community space for connected-home products and startups
Co-founded a dedicated store and community space to showcase and test connected-home products. Gathered customer feedback and validated concepts that informed connected-home strategy across Target's nationwide store network.
Experience
S
Founder & CEO, iOS and macOS Developer
Seedling, Inc.Jan 2024 — Present · San Francisco Bay Area
Building products at the intersection of human intent and AI capability. Developing a multimodal medium for human-AI interaction focused on solving the intention problem.
Global Head of Digital Product & Innovation
IKEAJan 2021 — Jan 2024 · 39 countries
Ran all digital and innovation across IKEA stores in 39 countries, including apps, screens, kiosks, checkout, wayfinding and range exploration. Led products behind €3 billion in revenue and cost savings with double-digit NPS lift. Built the IKEA Experience Lab to compress prototyping timelines from 6-18 months to hours, unified in-store innovation across countries, and mentored four people into leadership roles.
Partnerships & Innovation, New Ventures and Innovation
TargetJan 2015 — Jan 2021 · Remote
Launched Target's in-store digital platform across 800+ stores with 6-19% sales increase. Maintained 99.96% uptime while managing device deployment and licensing with IT. Created a multi-billion dollar in-store ad platform strategy tested with Google. Unified fragmented store digital initiatives into a cohesive vision by building a full-size cardboard mock store for testing with real customers.
Education
UC Davis
B.S. Philosophy and Economics
Credentials
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Skills
Product StrategyiOS DevelopmentmacOS DevelopmentDigital InnovationRetail TechnologyIn-Store DigitalIoTPartnershipsUser ResearchTeam LeadershipDevice ManagementAnalyticsUser ExperiencePrototypingMultimodal DesignAI/ML Integration