Helping steer creative for one of the cannabis industry's leading B2B vape hardware brands.• Led a full rebranding from AVD to ACTIVE™• Designed and launched a new website to reflect updated identity and positioning• Integrated product launch campaigns• Oversaw the redesign of all packaging and print materials • Brand campaigns to increase awareness across the industry

I help launch new products and drive the growth of existing businesses by providing expert guidance in branding, strategy, naming, product development, e-commerce, website design, photography direction, and digital advertising.

As the Head of Creative at Misen, a direct-to-consumer cookware brand established in 2015, I joined the Senior Management Team, reporting directly to the Founder/CEO. Collaborating seamlessly across departments, including marketing, product development, digital, and customer experience, I led a 10-person creative team, supervising design, copy, photography, and video functions.• Spearheaded a comprehensive brand refresh encompassing strategic realignment, identity evolution, and voice refinement.• Elevated website landers and product pages through strategic design enhancements, boosting user engagement and conversion rates.• Orchestrated compelling digital ad campaigns that resonated with the target audience, leading to an improved ROAS of up to 7x.• Crafted and executed high-impact paid social media campaigns.• Oversaw direct mail initiatives.• Art-directed captivating lifestyle and product photography shoots, resulting in an enhancement in brand consistency.• Oversaw video shoots that effectively communicated the brand's narrative across platforms.• Effectively managed external agencies, fostering collaborative partnerships.• Successfully implemented a new digital asset management system, streamlining workflows and reducing content retrieval time.Exited early due to layoffs.

Collaboratively led Peloton's in-house 9-person digital advertising team, fostering cross-functional partnerships to conceptualize campaigns with key stakeholders.• Developed and executed impactful display ad campaigns.• Crafted engaging video ad content using data to improve engagement and brand awareness.• Orchestrated successful video shoots from concept to final production, consistently delivering high-quality and on-brand content.• Collaborated with external agencies, fostering efficient and productive partnerships.• Upheld brand standards across all advertising materials, ensuring a cohesive brand identity and enhancing consumer recognition.• Optimized design workflows, reducing project turnaround time while maintaining high-quality creative.• Successfully adapted campaigns for diverse global regions.

Cosmik, an upscale freeze-dried ice cream available through both retail channels and direct-to-consumer, was introduced to the market through a highly successful Kickstarter campaign. My strategic efforts led to its swift expansion, securing prominent placements nationwide in REI stores, Erewhon, and even NASA Space Centers. Notably, Cosmik grew to become the leading ice cream brand on Amazon.• Developed and executed strategies that propelled brand growth and profitability within two years of business.• Designed innovative packaging that increased shelf visibility, resonating with consumers and buyers.• Conceptualized and executed captivating in-store displays.• Designed and developed a high-performing customized e-commerce website.• Art directed and shot impactful product photography for the site and social use.• Efficiently orchestrated logistics and streamlined production processes, culminating in collaborating with one of the nation's largest co-packers.

KBS was the advertising agency of record for BMW. As the steward of BMW’s brand in North America, I led an award-winning team of 10 creatives dedicated to crafting BMW’s communications across all consumer touchpoints.• Maintained rigorous brand standards across all materials, ensuring cohesive messaging and reinforcing brand recognition.• Orchestrated data-driven digital advertising campaigns that consistently outperformed industry benchmarks.• Curated and delivered compelling social media content, leading to follower engagement and growth in brand visibility.• Designed and executed high-impact email campaigns.• Crafted immersive experiential websites for the launch of new vehicles, seamlessly blending captivating design with interactive elements to engage audiences and generate heightened excitement.• Spearheaded the redesign of the mobile website, harnessing cutting-edge technologies to elevate user experience and engagement.• Executed innovative direct mail initiatives that captured audience attention and boosted response rates.• Art-directed impactful product photography initiatives shot internationally.• Managed video shoots that effectively conveyed brand narratives while maintaining a premium aesthetic on limited budgets.• Oversaw successful print campaigns for vehicle launches and brand partnerships.• Conceptualized and executed TV ad campaigns for North American and Global markets.• Designed impactful out-of-home campaigns that reached wider audiences and boosted brand visibility.• Successfully tailored campaigns for diverse global regions.• Designed and implemented captivating showroom and event signage, enhancing brand presence and elevating the consumer experience.

Freelance design and art direction for NY and SF advertising agencies, including R/GA, BBDO, Razorfish, and StrawberryFrog. Developed impactful digital advertising campaigns and websites for the following clients:• Walmart• Starbucks• FedEx• AT&T• Charles Schwab• Pampers• PG&E• Lufthansa• Johnson & Johnson

During my time at Deep Focus, I designed cutting-edge digital advertising campaigns and websites integral to promoting the launch of studio and network titles for industry leaders such as HBO, The Weinstein Company, Dimension Films, Picturehouse Studios, Miramax, Warner Bros, and MTV. Additionally, we engaged in project-based collaborations with notable clients, including Nike and Vitamin Water.