– Led creative strategy at SoulCycle—from brand and performance marketing to
organic social to studio collateral
– Built, managed, and mentored an in-house creative team of graphic and motion designers, art directors, and illustrators who executed all the brand’s day-to-day creative assets.– Spearheaded complete creative refresh in 2018, developing a new brand book 
and guidelines to be used across SoulCycle’s brand marketing, website, 
iOS app, and 90+ studios. – Oversaw and led execution of all visual storytelling, including marketing campaigns, organic and paid social, email, and studio collateral. – Art directed photo and video shoots for key marketing campaigns, including SoulCycle’s first-ever London studio opening, first in-house retail collection, and marketing launch assets for the all-new at-home SoulCycle bike.– Acted as key creative advisor for product, studio design, and experiential teams, ensuring all creative was on brand and met creative standards.

Concepted and executed strategic brand work for fast-growing start-ups including Casper, Tyra Beauty, and BeautyRX. Designed and directed all aspects of the brand system, managed designers and vendors, art directed photo shoots, and produced print and packaging. Worked closely with the web team, art directing digital aspects of the brand from UX to design to development.

Collaborated with copy, visual merchandising, and production teams to develop advertising, marketing materials, and in-store merchandising for network salons and Sephora.

Lead designer for Barclays, Capital One, and Global Health Corps. Executed projects from brand architecture to identities, packaging, and guidelines.