HELPING BUILD BRANDS THAT PEOPLE FEEL
If a brand is a feeling—a gut reaction people have when they see, hear, or experience it—then creatives are the architects of that emotional connection. I’m a creative leader who thrives on building those moments, combining strategic insight with emotionally resonant storytelling to launch, grow, and evolve brands that connect with people. Along the way, I’ve been lucky to help shape and grow brands like Twitter, Mountain Dew, Pepsi, PlayStation, Lenovo, McAfee, J.P. Morgan, Parmigiano Reggiano, TrueCar, Parloa, and more.
TrueCar takes over the Las Vegas Strip with eye-grabbing OOH and Tradeshow presence
TRUECAR+: Launching a product brand in three weeks.
Twitter x Super Bowl LVI: A stadium-sized idea for a campaign that lit up the timeline
Launching Twitter Spaces: Bringing Twitter's conversation to life beyond 280 characters
TWITTER x FIFA WORLD CUP 2022: WHERE FOOTBALL LIVES. WHERE BRANDS SHOW UP
Launching Twitter's Most Requested Feature: The Edit Button
Voices X: Launching a brand for Twitter's Unique Voices & Perspectives
Helping brands tap into Twitter's conversation and covert it
LUMINATE: Bringing clarity and energy to the company powering the entertainment industry
ONBOARDING CAMPAIGN: Turning new users into Pro Tweeters by Day 90
TW x BLACK PANTHER: WAKANDA FOREVER: A conversation with the cast. A connection with the culture
BEHIND THE TWEETS: Real creators. Real tweets. Really good content
THE NEW MCAFEE: Repositioning a legacy tech brand
MISSION: A new brand built from the ground up. Cloud services, made human
Nectar. A new name. A new voice. A new brand built from purpose
DEWEEZY CAMPAIGN: MTN DEW + LITTLE WAYNE. Merging brand energy with cultural relevance
ANTHEM: Redesigning their new platform. Rethinking the experience
HOW I APPROACH THE WORK
Building Brands WITH Ideas That Scale
I’ve had the chance to lead brand-building programs and integrated campaigns for global companies across every brand touchpoint. What excites me most is when ideas are still raw, and I can help shape them into something exciting, meaningful, and emotionally resonant. I care about building brands that feel authentic, distinct, and can connect with people in an authentic way.
Bringing Agency Agility to In-House GROWTH
I’ve worked both agency-side and in-house and value what each environment brings. Whether it’s rapidly ideating new concepts or coordinating in-house teams and agency partners for long-term brand building, I adapt my approach to the team, culture, and to the challenges that need to be addressed—bringing talent together around a shared vision.
Creative Thinking WITH Business Fluency
I’m just as interested in the why as I am in the how. I love the creative process as much as thinking through how each idea can meaningfully connect back to a brand’s purpose, business goals, and to the people we're trying to reach. I’m big on setting up the internal infrastructure and organization that can help teams streamline workloads and focus less on processes, and more on doing great work.
Leading with Empathy, Collaboration & Trust
The best work happens when people feel trusted, safe, and heard, so I aim to create an environment where teams feel seen, supported, and encouraged to stretch. Egos and rigid hierarchies often stifle creativity, so I strive to lead with empathy and foster a collaborative environment where anyone can challenge ideas and contribute their own—turning good creative into something truly resonant.