Hello

I'm a Creative Director specializing in brand strategy and visual identity systems that scale across digital, physical, and AI-powered platforms.

I partner with organizations at the intersection of strategy and craft, leading creative teams that build brand identity and design systems for global, cross-functional audiences. At Consumer Reports, Landor, and Design Bridge and Partners, I've directed brand design and identity work for Dell Technologies, Alienware, and Newell, managing global creative teams across New York, Los Angeles, Austin, Mumbai, and Beijing.

I bring the ability to hold brand strategy and executional craft at once: from positioning and identity systems to the design standards that keep a brand consistent at scale. I'm drawn to organizations where creative ambition and business impact aren't in tension; they're the same goal.

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Experience

  • April 2020 - April 2026

    • Led a team of 8 through creative vision and brand strategy across channels, driving consistency and evolution

    • Directed cross-functional teams to deliver integrated, multi-channel campaigns across product, editorial, and marketing ecosystems

    • Built and scaled enterprise design systems and brand guidelines across platforms

    • Led creative for major initiatives, product launches, and AI-driven experiences (AskCR, CoRA)

    • Influenced senior leadership to align brand, product, and business strategy

    • Grew Instagram following 2,708% (25K to 702K) through social design strategy

    • Led Member Appreciation Week campaigns, driving +20%, +35%, and +6% YoY revenue growth

  • June 2018 - September 2019

    • Led global creative direction for Dell across retail, experiential, and digital ecosystems

    • Developed scalable identity systems and campaign frameworks (Gaming, Alienware, Small Business)

    • Spearheaded Dell Experience at CES 2019, creating a flagship immersive brand environment

    • Delivered integrated campaigns across paid, owned, and experiential channels

    • Contributed pitch strategy and creative to new business wins, including CVS Health

    • Defined customer journeys and brand ecosystems with strategy teams for global clients across hospitality, retail, and entertainment sectors

  • May 2017 - May 2018

    • Led a team of 10 designers in the development of brand identity systems (voice, naming, architecture) across 20+ global consumer brands (Baby Jogger, Calphalon, Crock-Pot, DYMO, Elmer’s, EXPO, FoodSaver, Graco, Mr. Coffee, Oster, Paper Mate, Prismacolor, Rubbermaid, Sharpie, Sunbeam, and Yankee Candle)

    • Defined design principles, governance models, and scalable frameworks to ensure long-term brand consistency by collaborating with senior stakeholders to translate business strategy and consumer insights into brand expression

  • November 2014 - January 2017

    • Led creative direction for immersive brand environments and spatial experiences across major commercial developments (575 Fifth Avenue, New York, and Wells Fargo Center, Denver)

    • Integrated storytelling, media, and environmental design to create differentiated, experience-driven spaces

    • Established internal creative processes and standards, improving team output and consistency

  • April 2013 - July 2013

    • Conceived a new airport wayfinding system for United Airlines hubs in Chicago, Houston, and Newark, by creating customer experience maps, brand POV deck, and graphic signage system

  • September 2011 - December 2012

    • Led a team of 3 designers across end-to-end brand design projects covering product, digital, and environmental touchpoints, including aircraft livery, digital, experiential, print collateral, and logos

    • Conceptualized and launched JetBlue Mint, redefining the airline’s premium experience through design and storytelling, contributing to significant revenue growth and premium market expansion

    • Created the visual and experiential identity for JetBlue’s San Juan hub, celebrating local culture through architecture, color, and environmental design

    • Collaborated with the interactive team to redesign JetBlue.com and the TrueBlue loyalty website

  • October 2009 - September 2011

    • Partnered with LEGO and the Bronx Zoo to create a large-scale summer program, “LEGO Zoofari”, that led guests around the park in search of custom LEGO sculptures. Embossing stations near each sculpture allowed kids to emboss icons into a passport, while interpretive signage enhanced the journey.

    • Created a whimsical identity for the Tisch Children’s Zoo and a 4-D theater experience for the Central Park Zoo Theater.

    • Developed exterior branding for the Queens Zoo to guide visitors to the park.

    • Revamped the Bronx Zoo and Central Park Zoo ticketing and signage with WCS guest relations and marketing teams.

  • September 2005 - July 2009

  • October 2002 - September 2005