Creative Direction & Brand Storytelling
The Opportunity
My career started in brand, art direction, and campaign creative, leading work for brands including Dr Pepper, 7-Eleven, Moët, and Mars.
Those early years shaped how I think about creative leadership today: strong work has to earn attention, communicate clearly, and create an emotional connection. As more of the customer experience moved into digital products, websites, and platforms, my focus expanded from individual campaigns to the full experience around them.
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I began applying the same principles of storytelling, visual clarity, and audience understanding to digital products and content systems, working across creative, UX, product, and technology teams to create more connected experiences.
That evolution became the foundation for how I lead creative organizations today.
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Directed award-winning brand and campaign work for national and global brands
Led creative across brand, digital, and integrated experiences
Extended brand storytelling into product and digital experience design
Built creative systems and standards that supported consistency across channels and teams
Developed a leadership approach that connects creative quality with audience needs, business goals, and scalable execution
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The work has changed significantly since those early campaigns, but the principle has not: great creative starts with understanding the audience and making the idea clear enough, relevant enough, and memorable enough to matter.
