Hello

I am a Creative Director focused on building brands that scale—across systems, stories, and experiences.

I partner with organizations at the intersection of strategy and craft, leading teams to build brand ecosystems that work across digital, physical, and AI-powered platforms. At Consumer Reports, Landor, and Design Bridge and Partners, I've directed work for Dell Technologies, Alienware, and Newell — managing global teams across New York, Los Angeles, Austin, Mumbai, and Beijing.

What I bring to a leadership role is the ability to hold the big picture and the details at once: from positioning and identity systems to the executional standards that make 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.

Email
Resume
LinkedIn
Text

Experience

  • April 2020 - April 2026

    • Led 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, Wells Fargo Center)

    • 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 end-to-end brand design across 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