I'm a hands-on creative leader with over 10 years of experience directing campaigns for major retail and health brands. I handle everything from writing briefs to building shot lists and providing on-set direction. I've managed design teams, overseen beauty and lifestyle photo shoots from start to finish, and developed brand systems used across large organizations—always making sure every detail is right. I’m passionate about leading teams and ensuring that everything comes together seamlessly through concept, strategy, and flawless execution.

WHAT I DO
Creative & Art Direction, Concept, 360 Campaigns, Visual Identity, Digital, Print, Photoshoots (lifestyle, studio, product),OLV, Brand Guidelines, Toolkits, Asset libraries, Identity, Brand Strategy, Retail, Health + Wellness, Owned brands, Loyalty, Beauty

SKILLS

• Concept-to-delivery creative leadership across integrated campaigns and brand systems

• End-to-end photo and video production direction — lifestyle, studio, and product

• Campaign development across digital, print, OOH, social, retail, and experiential channels

• Photography style guide and brand toolkit development adopted at enterprise scale

• Team leadership, mentorship, and creative development across all skill levels

• Strategic brief interpretation and creative direction with an elevated design sensibility

• Executive stakeholder presentations and creative strategy communication

• Cross-functional collaboration across brand, marketing, merchandising, and production teams

• Brand standards, style guides, and asset library creation and governance

• Freelancer, agency, and vendor direction across complex, multi-channel programs

SELECTED IMPACT

• Holidays in a Dash —  Led concept, creative direction, and production for seasonal campaign generating 5.9M incremental store visits across retail, digital, OOH, and social.

• Women's Wellness —  Directed integrated campaign spanning in-store, digital, and print; contributed to $282M in annual conversions.

• Birchbox at Walgreens —  Art directed identity and launch campaign; exceeded KPIs with $1.2M in sales and 42,000 units sold in the first 3 months.

• Beauty Enthusiast Loyalty —  Concepted visual identity and launch creative for loyalty program; drove 7M+ new members in year one.

• Brand Relaunch —  Reimagined photography style and visual language enterprise-wide; style guide adopted across internal teams and all agency partners.