Hi, I’m Lin.

As a brief introduction, my career spans senior leadership roles across retail and consumer businesses, including Chief Merchant, Chief Operating Officer, Head of Product Development, Vice President of Merchandising, and Vice President of Sales and Business Development. I’ve worked across grocery, beauty, specialty retail, hospitality, and small-town commerce - launching thousands of products and brands, leading teams of 10 to 150 people, and owning and operating everything from a café and motel to a general store.

Today, my company is Lmv & Co, a boutique consulting firm guiding retail executives and consumer brands to build purposeful growth strategies and make meaningful product decisions.

My core disciplines — retail strategy, merchandising, product development, strategic partnerships, and negotiations that create real wins - have shaped every chapter of my career. My superpower is turning complexity into clarity - without stripping away the nuance. I help retail and consumer brands move forward with confidence, even under real pressure.

I’ve sat in most chairs and held most titles in merchandising. The greatest joy of my career was serving as Chief Merchant — leading teams and crafting strategies that connected outstanding products with the right consumers. That’s the work that matters in retail. Everything else is just noise.

My approach is practical, personal, and value-driven — grounded in empathy. I’ve been in your shoes, needing clear advice, extra hands, and forward momentum without layers of bureaucracy. That’s where we do our best work.

Beyond business, I’m a certified emergency medical responder, nonprofit board leader, and economic development advocate.

Great products. The right customers. That’s retail done right. Let’s win together.