Strategic creative leader who crafts aspirational stories.
Twenty years of creative and art direction — always at the forefront of emerging technology and AI, concepting campaigns, directing production, and building stories around products and ideas that are genuinely hard to explain.
The work
At Estée Lauder, I shape marketing strategy and brand storytelling — concepting campaigns, directing shoots, and defining how a complex, science-driven brand shows up across consumers, platforms, and markets globally. I joined when the organization communicated in print. I led the shift to digital-native, built the in-house motion and content capability, rebuilt for social, and am now leading AI adoption into creative.
Before Estée Lauder, I founded my own brand, led creative at startups, and drove campaign strategy at agencies for clients from AmEx to Harry Winston. The constant across twenty years: take a genuinely complex product, understand what it means to audiences who experience it very differently, and build the creative framework that makes it legible at scale.
What I bring
Art direction and production
Hands-on strategic creative from concept through production — pitching campaigns, directing shoots, and briefing agencies all the way through post.
Technology transitions
Hyper awareness of the media and emerging technology landscape. Have already led teams from print to digital and digital to social, and am now leading the transition from social to AI.
Visual standards and quality assurance
Built brand visual systems and creative standards that hold quality across teams, markets, and output volume. Streamlined workflow across teams and responsible for change management.