As Creative Director I was responsible for the creation and design of all merchandise including all jerseys, team attire, and everything from novelty items like yoga mats to themed collections like Hispanic heritage or cobranded collections like the Albuquerque Dukes, as well as collaborating with and sourcing with outside vendors on out-of-house designs.

Through the Taos Turquoise jersey released in March of 2023, I was responsible for the design of every United jersey. Growing up as a football fan and lover of design it was a dream come true. The work of jersey design is a hugely collaborative process between designer, manufacturer, and the many stakeholders of the brands represented. The 2019 Adidas jerseys were a matter of getting the first year right: clean and classic with all the attention on the brand and sponsor with the strength of United's colorway doing the rest. As we grew to experiment with Meow Wolf and other specialty jerseys we had to create those limited edition runs of original designs with vendors outside the big manufacturers, but enough trial and error delivered products that could go toe-to-toe with the big brands. The real achievement came in 2021 when PUMA agreed to produce full custom jerseys of original designs on their premiere silhouettes. The resulting '22 & '23 season jerseys (the first 3 PUMA jerseys pictured below) represent the proven demand for United jerseys, and landmark original designs produced by one of global footballs largest manufacturers exclusively for New Mexico.

After years of outsourcing United's ecommerce, inventory management, fulfillment, and stadium operations to a 3rd party vendor, I helped lead the transition to owning the merch operation at every step of the way. Primarily, I led the development and launch of the new ecommerce experience, handling everything from web design to roll-out in the 2 week transition window.