Who We Are

ChangeUp was born from a simple, compelling vision: to bring together people with an insatiable passion for retail and provide a level of service distinct in the industry. We listen, we collaborate, yet we are provocative—challenging the status-quo to bring forward innovative ideas to build exciting, profitable retail experiences for the shopper. Retail design is always evolving, blending bricks and mortar with new technologies, and we seek to lead in raising the bar versus following the pack.

  • Lee has been immersed in the world of retail and strategy for over 30 years. He founded Design Forum and in 2002, it became part of Interbrand. After nearly a decade as CEO of Interbrand North America, Lee stepped away from his position to found ChangeUp. Now he can concentrate on the single most important action behind successful innovation and sales growth: connecting companies to their customers.

    Lee Carpenter

  • With a passion for all things retail, Lynn leads ChangeUp’s growth and innovation initiatives. She has run a startup business, worked for one of the largest branding agencies and worked at retailers such as Kroger and Limited Brands. She loves to strategize with clients and the team to ensure that we provide great creative innovation that delivers results.

    Lynn Gonsior

  • Bill’s broad experience includes helping Fortune 100 clients succeed as both a strategy and design leader. Whether developing new retail concepts, or integrating new digital and mobile experiences, Bill has worked with Home Depot, AT&T, P&G, Dunkin’ Donuts, and John Deere, using insight-driven strategy and creativity to imagine winning ideas and bring them to life.

    Bill Chidley

  • Jim leads the LA office and is responsible for all of our West Coast clients. He has been immersed in the design, operations, and customer experience of the automotive and retail industries for two decades and is intimate with what matters most to customers. His leadership, and creative approach to problem solving make him a natural.

    Jim Williamson

  • As Creative Director, Jamie is responsible for providing strategic creative leadership for all ChangeUp projects. Jamie has years of experience in retail design. She is driven by a passion to create consumer experiences that delight, inspire, and raise the bar. Innovating across categories, Jamie has spearheaded creative work for P&G, La-Z-Boy, Mazda, Target and more.

    Jamie Cornelius

  • Russ is an auto industry veteran who has held roles at Audi of America and Penske Automotive Group in sales and operations. As Managing Director of our Detroit office, he leverages his decades of experience building and renovating dealer networks for numerous brands. He is dedicated to helping automotive clients consistently deliver exquisite customer experiences and achieve targeted business results.

    Russ Hill

  • Susan has the unique ability to blend established approaches with new ways of thinking, offering a strategic perspective that enables her teams to deliver successful client outcomes. She enjoys working across a variety of industries to deliver the most engaging customer experiences. Susan has worked with powerhouse brands such as P&G, Walgreens, Stop & Shop, Crayola, Dawn Foods, and Washlava.

    Susan Rogers

  • Adam provides expert process management for ChangeUp and is responsible for the day-to-day coordination of productive client relationships. He has managed large complex brand experiences and rollout projects for Starbucks and Cadillac, as well as Chase Bank and HP. Adam is driven by a desire to maximize long-term success and ensure a positive ROI for his clients.

    Adam Davis

  • Andrew’s experience in the tech industry, helping companies adapt to the changing MarTech and AdTech landscape enables him to bring a unique perspective to all of our projects. He is passionate about building relationships with prospects, clients and partners to develop solutions that are centered around facilitating an optimized customer experience.

    Andrew Carpenter

  • Dean & Deluca
  • Cadillac
  • Fresh Thyme

We create retail experiences that people love.