SELECTED WORK

I've spent more than 18 years helping companies better understand their customers, identify new opportunities, and build stronger brands. My work spans consumer research, brand strategy, product innovation, and go-to-market planning across beauty, consumer products, retail, and senior living.

Here are a few examples of that work.

A webpage layout with a woman smiling on the left side, identified as Kate Mohan, and a catalog of fabric patterns and designs on the right. The webpage includes navigation links and a banner at the top.

Awards & Recognition

A few professional highlights from along the way.

Featured ProJects

Collage of three images: on the left, a display of hair accessories including hair clips and jewelry in boxes; in the center, a webpage homepage for The Hair Edit featuring hair accessories like brushes, combs, and hair accessories showcased on a pink background; on the right, a woman with long brown wavy hair tied back with a beige hair clip.
Collage of three images: on the left, a display of hair accessories including hair clips and jewelry in boxes; in the center, a webpage homepage for The Hair Edit featuring hair accessories like brushes, combs, and hair accessories showcased on a pink background; on the right, a woman with long brown wavy hair tied back with a beige hair clip.

From Consumer Insight to New Brand Launch

Helped lead The Hair Edit from concept to market, using consumer research and category insights to help shape the brand's positioning, product assortment, and go-to-market strategy.

Now carried at Ulta Beauty, Target, and Amazon.

Collection of four Diane hair cutting scissors and combs, with packaging boxes, in various sizes and styles.

Refreshing a Heritage Beauty Brand

Helped modernize Diane, a long-standing hair tools and accessories brand with deep roots in textured and natural hair care, best known through independent beauty supply stores.

The packaging and positioning refresh brought greater clarity and consistency to the assortment and broadened the brand’s appeal as it expanded into retailers including Ulta Beauty and Amazon.

Collage of webpages for Brookdale Marketplace with images of elderly people and products, along with logos of d.design + Hasso Plattner Institute of Design at Stanford and Aging 2.0

Understanding Consumer Needs to Find New Opportunities

Explored opportunities to better serve older adults and their families through consumer research, market insights, and business innovation.

Helped develop new revenue opportunities, including launching Brookdale’s first e-commerce business and partnerships with organizations and emerging businesses offering products and services for older adults.

A flyer advertising a sale at Brewer sewing store with promotions on Tilda fabrics, Panasonic cordless steam iron, and Gutermann thread sets, alongside a sewing machine needle showcase.
A person holding a black box with gold-trimmed scissors inside, set against a promotional magazine page about quilting templates and tools.
A collage of images showing sewing and crafting activities. It includes sewing supplies like thread, a variety of craft books, a person cutting fabric with a ruler, a woman sewing with a machine, two women discussing sewing projects, a woman holding a fabric in a park, and a handmade doll among yarn balls.

Rethinking the Customer Experience

Helped evolve how a specialty consumer products business connected with its customers, bringing together customer insights, brand strategy, and integrated marketing.

Led initiatives spanning an editorial-style catalog, new marketing campaigns, and refreshed product photography and content. The editorial catalog drove a 20% year-over-year increase in attributed sales, and segmented email reached 30%+ open rates across 15,000+ customers.

Let’s CONNECT

Whether you're looking to better understand your customers, explore a new opportunity, or develop a stronger brand strategy, I'd love to hear what you're working on.

Let's talk