HELPING BUILD BRANDS PEOPLE CAN FEEL.
A brand is a feeling. A gut reaction people have when they see, hear, or experience it. I’m a creative leader who thrives on building moments that can crystallize those emotions—combining strategic insight with culturally resonant storytelling to launch, grow, and evolve brands that deeply connect with people.
I bring 15+ years of experience leading and mentoring creative teams, building brand and design systems across every touchpoint, and scaling creative operations to deliver consistently high-quality work. Along the way, I’ve been fortunate 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 led brand-building programs and integrated campaigns across every touchpoint. What excites me most is shaping ideas that are still raw into something compelling and emotionally resonant. Every surface is a canvas for brand expression, no matter how big or small. Whether it’s a performance ad or a fully integrated campaign concept, I bring the same level of craft, clarity, and attention to detail to each.
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 at hand—bringing talent together around a shared vision.
SCALING CREATIVE SYSTEMS & OPERATIONS.
I blend creative thinking with business fluency, so that every idea and asset connects meaningfully to a brand’s purpose, supports business goals, and creates real value for the people it serves. I care deeply about building the right internal infrastructure with organized processes and workflows, and scalable creative systems to reduce friction, so teams can spend more time doing their best work.
Leading with Empathy, Collaboration & Trust.
Good work turns into something truly resonant when people feel trusted, safe, and heard. I focus on creating environments 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 team culture where anyone can challenge ideas and contribute their own.