What I do
I lead brands and creative teams that move the numbers.
Twenty-one years across B2B and B2C, equal parts brand strategist, team leader, and hands-on maker. Here is where I do my best work.
Brand strategy & positioning
I define what a brand stands for and build the long game to get it in front of the right people. I have led two full rebrands, including a customer-focused refresh at Webdam spanning 7,000+ design assets.
Creative direction
I set the creative vision across every channel and hold the work to it, from concept to the last pixel. Twenty-one years directing brand and campaign creative for teams and outside partners alike.
Campaign development
I build integrated campaigns tied to real business goals, not just impressions. Tech Girl Summer drove $250K in new revenue on a $52K budget. Creative Briefs drove 1,200 leads at Adobe MAX, 400% over goal.
Team leadership & building
I hire, grow, and lead creative teams that scale. At Flatiron School I managed 8 direct and 17 indirect reports plus a 30-person contract team, and built onboarding for a team of 25.
Design systems & brand guidelines
I build brand guidelines and design systems that keep a brand consistent as it grows, plus the digital asset management to run them at scale across a global team.
Creative operations
I run the systems behind the creative, from DAM to project workflows, so teams ship faster without losing the brand. I have improved production efficiency by 30% and tripled marketing output.
The edge
Directing a creative team in the age of AI.
I lead teams through AI with real standards for where it speeds the work and where the human stays in charge. Humans bring the idea and the taste; AI helps us polish and scale. I have written the playbook my team uses.
Read my AI playbookTools I lead with
Adobe Photoshop, Illustrator, InDesign, Lightroom, and Acrobat • Figma • Workfront, Asana, Trello, Monday.com, and Wrike • AI-assisted creative workflows across copy, image, and video.
