A defining outcome of my work at Belkin was building a global CMF and merchandising strategy that generated a full year of design concepts for retail, channel exclusives, and new product line introductions across multiple Apple device platforms. I led a cross-functional team of CMF designers, developers, graphic designers, and industrial designers to translate trend insight into cohesive color, material, print, and pattern systems aligned to form, function, cost, and consumer segments.

I authored seasonal CMF frameworks—defining color stories, material directions, print and pattern narratives, and application guidelines—while partnering closely with product management to shape visual line plans, SKU strategies, and platform roadmaps. This embedded CMF early in decisions around carryovers, new platforms, colorways, and regional and channel programs.

Across programs, I led render-to-reality execution end to end: creating mood boards and image assets; specifying color targets and naming systems; directing graphics; designing merchandising matrices to maximize SKU productivity; and building sales tools such as color and material boards used in internal reviews, buyer meetings, and CES. I managed CMF inputs for tech kits, reviewed factory specifications, and evaluated samples for material quality, construction, and color accuracy.

Forward-looking trend research across parallel industries informed seasonal strategies and innovation pipelines, enabling Belkin to arrive first to market with consistently brand-right product stories. This CMF leadership helped drive new product lines across Apple platforms, increased placement at major global retailers. It contributed to $100M in sales, supporting Belkin’s rise to the #1 case brand by 2010. This work reinforced my philosophy of CMF as a strategic system connecting trend, design, manufacturing, and merchandising into scalable, commercially successful product realities.