About Me
*
About Me *
WHAT I BRING TO THE PARTY
Blending a foundation in design with a deep curiosity for human psychology, I lead brand and creative strategy that turns insight into impact. Sitting at the intersection of strategy and creative execution, I define the why, shape the idea, and lead the work. I pride myself on helping brands connect with people in ways that feel human, not transactional.
My career has taken me across a lot of rooms — research sessions and stakeholder workshops, creative briefs and campaign shoots, pitch decks and broadcast sets. Over 14+ years spanning brand strategy, photo art direction, package design, and marketing development, I've helped everyone from scrappy startups to category giants find their footing in crowded markets and actually stay there.
As a team leader, I'm an empathetic mentor who believes the best work comes from a blend of sharp data and keen creative intuition. I've partnered closely with founders, executives, and cross-functional teams to ensure ideas hold their integrity from early strategy through final production. I thrive in collaborative moments, whether that's a workshop, a C-suite presentation, or an industry keynote. TLDR: I'm a seasoned yapper.
I also shapeshift well. Whatever a situation requires a unique POV, a steady hand, or just someone willing to throw on a different hat and get it done, I'm your person.
Outside of work, I recharge in the Pacific Northwest — hiking with my dog, gravel cycling, canoeing, skiing, and fitting in runs whenever possible. I'm endlessly inspired by live music and world travel, and I often pair the two. I channel creativity into bold fashion, designing tablescapes, and adding a lot of color to my small city home (the cosmic crocodile wallpaper deserves its own case study). All that to say, I am a classic Aquarian, refuses to be put in a box, always using curiosity to fuel the next thing.
Where I’ve been
-
As Creative Director, I built and led an in-house creative team from 1 to 6, owning all creative strategy and production across DTC, Amazon, Ulta, email, social, and packaging. I directed the brand's "approachable luxury" refresh, developed comprehensive brand guidelines, and oversaw three tier-1 product launches — all hitting or exceeding sales targets — plus a BFCM campaign that exceeded goals by 150%. From the brand's first Times Square billboard to a nationwide broadcast anthem, I brought big ideas to life end-to-end.
-
At the Seattle-based branding agency Tether I served as both strategic lead and creative director across a portfolio of beauty, CPG, sport, and travel brands. I led 5 to 7 concurrent engagements while consistently bringing in 8 to 10 new strategy clients annually. I led brand strategy and GTM for major launches including Gatorade iD (137% growth in personalized product sales), iS Clinical's Retinol+ rebrand, Columbia Sportswear's trail running category entry, and Popwell, Talking Rain's Gen Z sub-brand. I also built Tether's strategic practice infrastructure from the ground up, developing the frameworks and methodologies that became core to the agency's offering. I was promoted from Senior Designer to ACD and ultimately to CD over 4.5 years and managed a team from 1-3 employees in strategy and design.
-
Over nearly five years I grew from Designer to Account Strategist, taking on full ownership of client relationships, brand strategy, and go-to-market planning across food, beverage, and wellness brands. My work contributed to some remarkable outcomes like LesserEvil's 10x revenue growth and Hershey acquisition, Essentia Water's 184% sales growth and Nestlé acquisition, and HighKey Snacks' $50M+ first-year sales and subsequent acquisition. It's the work I'm most proud of, and proof that the right brand strategy compounds over time.
-
My career started in New York City at YARD, a creative agency where I cut my teeth as a junior designer and on-set art director for campaign and brand shoots across a range of clients including Shea Moisture, John Varvatos, Olly Vitamins, and Isopure. It was here that I built my foundation in package design, brand identity, and visual storytelling. I also discovered a love for being on set that has followed me through every role since. Oh yeah and the illustrations that I spent weekends doing for Shea Moisture back in 2015 are still used by the brand today.