Tech, CPG, Health, Finance, Sport, Non-Profit, Government, Education, Travel
Creative Director, Adv ACD, Brand-side Director of Marketing, Startup
Creative/Design, Strategy, Marketing
I cut my teeth in web design producing over 100 presented executions to clients through the height of responsive design. These were core years for iA, UX and developing visual design systems.
Visual design is innately subjective and I craved objectivity in decision-making. This opened the door to thoughtful and meaningful design direction based on brand positioning, values and customer personas. I stepped out of the tactical world into big-picture thinking and brand execution.
My brand building experiences led to ecosystem construction with a much better understanding of consumer journeys, emotional connection and telling stories in the right place to the right people. Now I blend memorable with measurable in full-funnel growth strategy.