Project Brief: Product Development, Strategy, and Launch for Patagonia
Client Overview
Client Name: Patagonia
Mission: We’re in business to save our home planet.
Website: www.patagonia.com
Industry: Outdoor
Objective: Directed the Fish Business Unit product line, driving growth from $22M to $33M through best-in-class product strategy, market assortment planning, design innovation, and development execution. Oversaw product direction of 100+ products in collaboration with the Design team; authored detailed briefs for design, development, and materials to ensure successful go-to-market execution.
Project Scope
Partnered cross-functionally with key stakeholders—including Founder Yvon Chouinard and the Chief Product Officer—to define and deliver a high-performing product line aligned with brand, market, and environmental goals. Delivered on revenue, gross margin, inventory, and profitability targets, contributing significantly to overall business performance. Led long-range (3–5 year) product innovation strategy and roadmap, including strategic product launches.
1. Fish Product Line Oversight
Objective: Directed the Fish Business Unit product line of 100+ products from ideation to finished product. Oversaw product assortment, line vision and planning.
Activities: Led market assortment planning, design innovation, and development execution. Worked with all leaders of the company from Desing, Materials, Development, Sourcing, Marketing, and sales. Worked directly with Yvon Chouinard and executive team to carry Yvon’s vision and execute a successful business product line.
Outcome: Successfully drove growth to $33M through innovative product and best-in-class product strategy.
2. Co-Branded Product Launches
Objective: Develop successful launch of Danner Boot and Nite Ize collaboration. Oversaw implementation of first-of-its-kind, cross-branded Patagonia x Danner boot with robust assortment of function-driven footwear. Also, developed Tru-Zip waterproof technology in key equipment collections for the Fish category.
Activities:
Oversaw product release from line plan strategy, product design/development, material and trim direction, web copy, technical instructions, and all brand related material deployment.
Outcome: Successfully launched a robust line of cross-branded footwear in the fishing category. Integrated new waterproof technology in a collection of luggage and equipment. Original designs are still in circulation today.
3. Advanced R&D Product Creation
Objective: Developed future AR&D product launch initiative with 3-5 year product launch timelines. Design forward projects and out-of-the-box concepts to production.
Activities:
Collaborated with Design, Development and Material teams future-forward product concepts with multiple field testing iterations for proof of concept.
Outcome: Successfully launched a robust line of fish-specific product birthed out of the Forge R&D center from Middle Fork Waders, Foot Tractor Boots, Stealth Pack Collection, Nite Ize/Tru Zip integration, and products still in testing today.
4. Hosted Team Offsites
Objective: Developed 2 year roadmap strategy sessions and field testing trips across Patagonia’s product creation team.
Activities: Oversaw product strategy sessions in the field across Design, Development, Materials, Trims, Sourcing, Quality, Engineering, AR&D, Marketing, and Business Unit leaders. Hosted multiple brainstorming strategy sessions over multi-day retreats.
Outcome: Successfully aligned multiple departments together for common solidarity and shared vision around Fish Product line strategy. Worked to break silos and bring all facets of the organization together to strategize on the future of the Fish product line. Gained allies and built stronger relationships across departments of the organization to achieve building best-in-class product.
