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As a seasoned Multidisciplinary Designer with extensive Product Management experience, I have established a reputation for delivering innovative and user-centric design solutions. I am currently the Senior Industrial Designer at Apex Tool Group, where I lead the development of premium hand tools for professional tradesmen.

With a broad range of expertise in product design, I am well-versed in all stages of the product development cycle - from early concept ideation to successful product launches. My areas of specialization include product management, concept development, design and product visualization, and packaging design.

Throughout my career, I have consistently demonstrated a keen eye for detail and a commitment to quality. Whether collaborating with cross-functional teams or leading design initiatives, I bring a unique perspective and an unrelenting drive to exceed expectations.



  • Developed and launched over 100 products and 8 sub-brands in 5 years - all of which helped grow KeySmart from a Kickstarter start-up to a multi-million dollar company from 2015 to 2022.

  • Accelerated KeySmart's product launch efficiency by 40% - From averaging 13 to 32 products a year. Expanded KeySmart’s product lineup into 12 new different product categories.

  • Initiated a new product strategy in 2020 which tripled department sales from $4 million to $12 million.

  • Aligned KeySmart's leadership team on the future product roadmap, emphasizing end-to-end product success across the company.

  • Led KeySmart's product development from ideation to launch of the KeySmart products by conducting customer surveys, user prototype testing, and peer testimonials.

  • Amplified overseas vendor relationships by resolving problems earlier in the process in fluent Mandarin Chinese.




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