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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
Built and deployed end-to-end web and iOS products. Hired a small team and tested with users. Integrates AI around human intent, refining the experience so the technology recedes.
Global Head of Digital Product & Innovation
IKEAJan 2021 — Jan 2024 · Madrid, Spain
Owned all in-store digital products and innovation across 39 countries, including app, checkout, kiosks, queueing, navigation, and extended-aisle digital range presentation. Managed 15 product staff and coordinated about 60 engineers, designers and data scientists, with a multi-million euro budget. Portfolio supported €5 billion in revenue and cost savings. Unified country innovation into one pipeline, moving promising prototypes to product teams. Added physical samples to digital range displays after customer tests showed people needed to feel products and judge size.
Partnerships & Innovation, New Ventures and Innovation
TargetJan 2015 — Jan 2021 · San Francisco
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 DigitalPartnershipsUser ResearchTeam LeadershipDevice ManagementAnalyticsUser ExperiencePrototypingMultimodal DesignAI/ML IntegrationSpanish