Strategic Creative Direction
Leading today's creative to build tomorrow's brands.
Purpose-driven creative leader, shaping integrated brand experiences that unite strategy, storytelling, and design across channels to inspire and engage.
Vision
Creating for people and purpose.
With over a decade of experience, I help brands connect purpose to people, transforming business objectives into scaled creative experiences that move audiences. From brand strategy to messaging, content and design, I lead intentional creative that ensures impact and supports business growth.
Capabilities
Brand building across channels.
A strong brand meets its audience where they are, in their interests, context, and demand. Creative must be built to meet them there. I bring experience leading creative strategy and execution across modern audiences and channels, using creative as a tool to build relevant brands.
Integrated Experience
Integrated creative leadership with broad industry experience.
Marketing
Product
B2B/B2C
Fundraising
Lifecycle
Digital
Print
Market Strategy
Creative direction and leadership to stand out in a competitive landscape.
Analysis
Insights
Positioning
Creative Direction
Content Strategy
User Testing
Creative Output
Multi-functional creative leadership across marketing and product categories.
Brand
Campaign
Environmental
Design
Messaging
UX/UI/Systems
Video
Team Development
Team development and design to deliver innovative and effective solutions.
Org Design
Agency Relations
Operations
Project Management
Creative Process
Production
Experience that matters.
A background building strategic creative that articulates and grows the impact of purposeful brands.
Brand positioning ignites performance across creative KPIs.
Responsible for 80% of Compassion’s annual revenue, positioning for U.S. audiences was fragmented, resulting in inconsistent brand portrayal and declining supporter engagement and retention. Leveraging the strengths of the team, spearheaded the development of a comprehensive creative strategy playbook and content platform based on audience interest and intent that unified messaging and visual identity. Creative frameworks were created for scaled channel continuity while channel-optimized assets from around the world were developed, calendarized, and implemented across Digital, B2B, B2C, Engagement, and Retention channels.
Within 3 months, we saw 166% increase in median video views and 89% increase in median engagement across organic platforms. After 1-year, we maintained a positive CMGR across all creative performance KPIs.
Transformed brand achieves 2.5x yearly growth.
Led the visual evolution of the BombBomb brand over five years, shaping and unifying the brand expression across product and marketing while supporting positioning and messaging development. Helped define a human-centered communication approach—“Human realism that drives relational trust”—and translated it into a cohesive visual system across touchpoints. Strengthened consistency across product and marketing, modernizing legacy brand expression and increasing clarity, trust, and engagement, contributing to 2.5× annual revenue growth.
Rebrands contributed to 2.5x annual growth and a 3x increase in prospect interest.
Transforming creatives into business partners.
Led creative teams across product and marketing, evolving organizational design to an agile model and shifting creatives from executional roles into business partners aligned to audience and objectives. Strengthened creative output and team effectiveness, delivering higher-quality work that drives meaningful business impact
Modernized and led up to 20+ person multidisciplinary team across brand, content strategy, design, copy, video, digital, campaigns, and product, achieving a 93% account satisfaction rate and consistent on-time delivery.
Nice to meet you.
Using the power of creativity to help businesses and organizations thrive is my passion. Over the past 15 years, I’ve had the privilege of working with many impact-driven agencies and internal teams, tackling complex product and marketing challenges.
When I'm not immersed in creative positioning and integration strategies, you'll find me enjoying my husband's jokes, the laughter of my kids, or the serenity of mountain trails.
Thank you for taking the time with my work. I'd love to connect!
Visuals and messages are a product of direct and directed creative development, representing both personal development and integrated creative effort under my direction. All contents of this site are for personal use only.