Brand stories told with intention. Creative systems built to scale. Work that moves people and moves the needle.

I'm a senior art director and creative leader with 17 years of experience building brand worlds for major retail and health organizations. My work lives at the intersection of strategy and craft — I shape the creative vision, direct the talent that brings it to life, and make sure every touchpoint holds together from brief to final asset.

I've led integrated campaigns, built photography and design systems adopted at enterprise scale, and launched identities for loyalty programs, retail pilots, and new products — often with tight timelines and high stakes. I'm equally at home in a strategy session defining the big idea and on set making sure the light is right.

What drives me is work that earns attention: visually sharp, emotionally resonant, and built to scale.

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 360° 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 — Led identity development and creative direction for the 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 led launch creative for loyalty program from the ground up; 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.