smart, beautiful, next.
With over 20 years of diverse experience leading creative teams and shaping brand strategies across industries, I bring a proven track record of driving innovation and delivering results in dynamic, fast-paced environments. My career spans from boutique agencies to global powerhouses, where I have built and led high-performing teams of multidisciplinary talent to deliver world-class creative across branding, design, digital experiences, and integrated campaigns.
Throughout my journey, I've developed a unique ability to blend big-picture strategic thinking with hands-on execution. From evolving brand identities to overseeing global campaigns, I am adept at crafting compelling stories and experiences that resonate with diverse audiences. I’ve worked across a broad spectrum of industries—including fintech, retail, and lifestyle—empowering brands to connect meaningfully with their consumers while driving business growth.
My agency background has provided me with invaluable exposure to a wide array of challenges and opportunities. It’s given me the ability to collaborate seamlessly with leaders across departments, manage cross-functional teams, and lead projects from concept to execution at the highest levels of creative excellence. This versatility has allowed me to consistently navigate new frontiers in brand development, integrating cutting-edge technologies like AI and experiential design to enhance creative output.
As I look ahead, I am excited about the opportunity to contribute to forward-thinking companies at the forefront brand communication. My goal is to lead creative teams that not only deliver exceptional work but also shape the future of branding, positioning companies to thrive in an ever-evolving marketplace.
Below is a preview of selected work. For access to my full portfolio, please reach out directly—due to client confidentiality and security protocols, the complete archive is shared via secure link.
Athletics
A visionary engagement to reimagine the future of sports entertainment through a technology-first lens. In close collaboration with internal stakeholders and external partners, I led the strategic articulation of a new fan experience platform grounded in storytelling, immersive media, and innovation. Phase one focused on uncovering the “why” through brand narrative development, concept ideation, and insight-led creative vision. Phase two demonstrated how technology could extend this vision across mediums—on-site, digital, and experiential—helping shape the brand architecture for the team’s transition to Las Vegas. This work served as a blueprint for executional excellence at scale.
Culture Shock
A rebrand designed to unlock growth and build long-term brand equity in an increasingly competitive CPG landscape. Beginning with a strategic brand audit and naming exploration, I led the cross-functional development of a new identity system and brand center. This insight-led refresh was built for cultural relevance and market adaptability, enabling the brand to scale across regions and sales channels. Packaging, retail, and B2B activation were executed with consistency and storytelling rigor—fostering brand recognition, retail expansion, and wholesale buy-in.
Nike
An expansive initiative to scale a singular creative idea across global markets while maintaining local authenticity. As the design strategy lead, I worked at the intersection of brand, architecture, construction, and production—aligning cross-functional stakeholders to ensure a unified vision from concept through completion. I partnered with Nike brand leaders to identify key community narratives and transform them into retail experiences rooted in cultural insight and consumer relevance. The work required balancing brand consistency with localized storytelling across environments, digital communications, and physical spaces. The result was a replicable model of cross-disciplinary collaboration and executional excellence that brought Nike’s global voice to life at a neighborhood level.
ATB Financial
A transformative brand overhaul that began with internal behavior change and cascaded outward to external market presence. In partnership with C-suite leadership I led the creative development of a new identity and brand campaign platform—designed to empower internal teams to be the catalyst of change. The work included brand architecture, storytelling frameworks, integrated campaign development, and internal tools that aligned teams across the organization. From corporate environments to marketing and product innovation, we drove a shift toward brand-driven decision-making and cultural cohesion.
Adidas Running
A multi-year, insight-led partnership that redefined Adidas’ approach to the running category. I collaborated directly with global creative leadership and category heads to reposition the brand, align with emerging consumer expectations, and introduce technology advancements with clarity and emotion. This work laid the foundation for seasonal campaigns that spanned retail, advertising, digital, experiential, and e-commerce—evolving with each year to stay ahead of competitors and fuel growth. From strategy through execution, this effort reshaped Adidas’ cultural relevance in sport and style.
San Jose Earthquakes
A top-to-bottom rebrand that reinvigorated a legacy team for the modern era of Major League Soccer. I led the creation of the team’s new identity, brand architecture, and tone of voice—bridging the past with the future. From internal brand guidelines to fan-facing campaigns, the work unified stakeholders and redefined what it meant to belong to the club. Cross-channel execution included OOH, broadcast, digital, retail, and in-stadium experiences. The rebrand became a case study in how to revitalize a sports franchise with deep roots and rising ambition.
Adidas Brand Platform
An internal brand alignment project that evolved into a global strategic framework. Working closely with the C-suite and senior brand stakeholders, I helped author a unifying platform that gave every category a clear voice while enabling consistency across markets. Rooted in brand purpose and supported by consumer insights, the platform provided the foundation for 24/7, 365 brand expression—across advertising, product launches, social, retail, and more. The initiative fostered collaboration across teams and helped establish a shared language for global storytelling.
The Future of Sport
A strategic thought leadership initiative developed in tight partnership with senior brand and innovation leads to explore pressing issues shaping the future of sport. I led the creation of a brand awareness platform and internal campaign series that brought focus to themes like gender equity, youth access, mental health, and environmental impact. This was a purpose-led storytelling effort—delivered through executive comms, content strategy, and experiential engagement—designed to inspire cross-functional participation and external action across Adidas' global teams.
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