At Backcountry, I led multiple programs spanning brand, product, and campaign initiatives. I drove the Owned Brands product program, introduced the “Gearheads” as the face of customer service, and directed seasonal campaigns from Chase Your Goat to Winter Gear Guides. My role bridged creative and product development, from on-set art direction to hands-on work with tags, trims, and packaging, bringing cohesive storytelling and design expertise across departments and channels.