The work is making people feel it.
There's a moment in every great brand where the customer stops feeling marketed to and starts feeling understood. I've spent my career building products, systems, and processes that bring those moments to life for REI, Urban Decay, Philosophy & many others.
The work is different over the years, but the outcome is the same: a team that finds joy in the momentum of change.
Redesigning the front door to REI's most considered purchase
$2.2M attributed revenue · 113% YoY CTR lift
Adventure Travel is the intersection of dream and decision. I led the redesign of REI's Adventure Travel home experience, building a component system that let our team iterate the hero in real time based on testing data and a narrative architecture that matched how outdoor adventurers actually make decisions.
What founding a department teaches you about brand belief
Founding department · 2013 integrated marketing
I co-founded Philosophy Skincare's influencer department from scratch — defining strategy and building the operating model that connected social storytelling to brand purpose. "The Birthday" integrated campaign remains the work I'm proudest of: brand truth, expressed through every channel, on a real budget.
Working at the speed of trend without losing the brand
systems design · Multi-channel campaigns
Urban Decay's brand voice is one of the strongest in prestige beauty — irreverent, confident, uncompromising. I worked at the intersection of brand and product, translating campaign moments into retail experiences that held the line on brand integrity while moving fast enough to ride cultural waves.
Building a marketplace where the customer and the supplier need opposite things
B2B2C Product Strategy & Development
Marketplaces don't have one user. Every screen has to serve at least two — and the design decisions that help one side often hurt the other. My job was finding the experiences that worked for both.
Rapid prototyping is a leadership tool, not a product
Executive stakeholder management · Strategic design
Cisco wanted to know whether a new product direction was worth pursuing. I led the prototype that gave leadership conviction.
The data doesn't speak for itself.
On why the most powerful design leaders are the ones who translate evidence into conviction — and why "data-driven" is often a posture, not a practice.
Must work for joy.
A short manifesto on what I look for in my next chapter: consequential trust, creative work that serves a real purpose, and leadership that grows over time.
The Insight Gap: Why Knowing Your Customer Isn’t Enough
A short manifesto on what I look for in my next chapter: consequential trust, creative work that serves a real purpose, and leadership that grows over time.
experience
Many years, many hats
2022 - 2025
REI Co-op: Experiences
Digital Product, Visual Design, UX Strategy
2020 - 2022
ActivityHero
Digital Product, Branding, Product Marketing
2014 - 2020
Vevue
Digital Product, Branding, Presentation Design, Marketing
2012 - 2014
Coty: Philosophy Skincare
Art Direction, Illustration, Visual Design, Packaging
2011 - 2012
L'Oreal: Urban Decay
Visual Merchandising Design, Retail Marketing Communication
2007 - 2011
Arizona State University
Wellness & Health
Graphic Design
testimonials
Hear it from others
I'm Kathrine, a culture builder
I've spent 15 years at the intersection of design, brand, and product, making those three disciplines work as one.
I've done it through output at Urban Decay, through framework at REI, through creative backbone at Philosophy, and through agility at ActivityHero.
Based in Orange County.
15+ years of multidisciplinary design experience.
10 years in product leadership.
Currently open to product and creative leadership roles and the right consulting conversations. In the meantime, I'll be on the golf course.
