KENDRICK LAMAR & TDE

As the Merchandise Director for Kendrick Lamar and Top Dawg Entertainment (TDE) from 2012 to 2018, I played a pivotal role in shaping the brand identity and commercial success of one of the most influential hip-hop record labels. During this period, TDE saw substantial growth, partly due to my innovative merchandising strategies; this included development of signature merchandise lines, collaborations and partnerships (Nike, Square, New Era, Sonos, Los Angeles Dodgers, Stance), e-commerce and retail pop-up activations, marketing and promotional campaigns, sustainability initiatives, and artist collaboration (Kendrick Lamar, SZA, ScHoolboy Q, Jay Rock, Ab-Soul, Isaiah Rashad, and Lance Skyiiiwalker). My tenure at TDE marked a period of significant growth and innovation in the artist merchandise sector, greatly contributing to the label’s overall success and brand image.