At Sawhorse, I shape strategy and creative direction for AAA clients. I also lead industry-best creative and development teams through innovation projects that help the biggest consumer brands in the world—shifting brand perceptions and winning new generations of audiences.My current focus is spearheading creative direction and product vision for Walmart Realm, a groundbreaking marketplace of influencer-curated immersive stores that's primed to reshape commerce in the age of mixed & virtual reality.

Inspiring personalized keepsakes, decor, and gifts for smart kids

I founded LOCUS in 2008 as a lean, world-class brand and product development house powered by an “unagency” ethos:◼︎ A+ talent without the A+ overhead◼︎ collaborative partnership, never client contempt◼︎ non-performative investment into staff wellnessWe’ve earned a global clientele spanning industries, notably in destination hospitality, entertainment, technology, and e-commerce. Some of the biggest names trust us to shape experiences, identities, and emotional stories. The brands we serve make lasting impressions in the lives of millions. Select accomplishments:◼︎ rebranding Pacific Park at Santa Monica Pier — 9M+ annual visitors to this LA icon, the grand finale for Route 66◼︎ rebranding Los Angeles LGBT Center — the largest LGBT service org in the world. 50K+ served monthly◼︎ rebranding Grand Ole Opry — 100 years as the heart of country music culture and center stage in Nashville TN◼︎ digital for Ryman Hospitality — owner of the world’s largest business resorts (Gaylord) and Nashville properties◼︎ rebranding Supera — world’s largest mandarin-speaking tour provider and #1 rated Japan tour operator◼︎ rebranding Emerald Cloud Lab — world’s first remote-access R&D biochem lab with full research automation◼︎ product innovation for eBay — new marketplaces for green vehicles, e-recycling, and teens, adding value for 109M+ active users monthly◼︎ brand, campaign, and product incubation for Vi — world’s first AI-powered fitness coach. Now the official digital coach of Bowflex and Schwinn, and enterprise-AI leader for digital fitness companiesWe’ve always stayed ahead of the curve. Long before the pandemic, we already mastered the art of remote collaboration (secret: culture and connection). Before “agile” became the de-facto approach to project management, we were already applying its principles to design, product, and creative domains. We’re still looking for ways to do business better by flipping the status quo on its head for our clients.

Since 2016, I've helped the founding team at Vi design vision, product, and story for an A.I.-powered virtual personal-coaching platform that's changed lives and reshaped the fitness & wellness market. I led the creative execution of a Kickstarter campaign that blasted through its funding goal, raising record-breaking $1.7M in the wearable tech category.Following that early success, we optimized the product and scaled the business to now bring the value of real-time A.I. personalization and engagement to some of the biggest names in fitness and health, including Bowflex, Schwinn, Anytime Fitness, Optum, United Healthcare, and more.Noteworthy achievements over the years:◼︎ Earned media accolades in WSJ, Huffpost, TechCrunch, Men's Health, and more — by crafting a powerful product vision and telling a vivid story◼︎ Invented breakthrough real-time coaching capabilities with a truly human voice that changes what she says based on your actual movements — by integrating the art of vocal performance with the science of audio and computation◼︎ Designed and operationalized an audio production + content-programming pipeline, to deliver fitness-coaching experiences with powerful personalized, adaptive, and interactive real-time benefits. Led product roadmap and feature design for consumer app and internal authoring tools◼︎ Hired, trained, and empowered a a team of audio engineers, vocal talent, and master fitness coaches, then led content and UX teams to achieve 5-star average ratings on Vi personal coaching audio experience in iOS and Android app stores◼︎ Led creative & audio UX teams to execute on brand vision + story, growing brand value from seed to profitability and enabling expansion into lucrative B2B2C partnershipsThe Vi journey has been incredible. I'm humbled and honored by the opportunity to work on making a positive, life-long impact on the lives of people who use our products.

During my time with this boutique digital agency, I lead digital creative teams, pitched and managed clients, and provided creative direction on numerous projects in the entertainment space, including a portfolio of digital media experiences for hit ABC Family shows like Kyle XY and Greek. Highlights from my time with At Play include: becoming an Interactive Emmy finalist for my creative direction on the Kyle XY alternate reality game, winning my first major sales for an agency, helping launch big social media initiatives for various Disney/ABC-owned properties, and developing a fluency in communicating with technologists for software development projects.

I cut my teeth in the Spacejunk years as a code-savvy freelance art director with a wide range of skills, both left-brain and right-brain. This was an outlet for me to develop strong technical and design capabilities on small but highly creative assignments. One major, noteworthy accomplishment during this time was when I designed key visual and UI assets for a release of Ubuntu Linux.

My career began at Shoes.com, where I built and lead an in-house team of creatives and web engineers to run daily customer-facing eCommerce content operations. Starting from a tiny design team of two (me and a photographer) in the beginning, I had the privilege of growing with a company that expanded exponentially in sales, capabilities and staff. Over six years, my contribution included honing a creative workflow for our merchandising calendar, establishing catalog product photography standards, managing product requirements for development teams, creative direction for numerous marketing campaigns, key messaging development, and the hiring and mentoring of teams for design and development. I interfaced with stakeholders across every department: marketing, analytics, SEO & SEM, merchandising, business and operations. This job helped me develop a broad, cross-functional skill set and generalist foundation in online business. I am grateful to this day about everything I have learned from this company.