I’m a creative director and design ops leader who envisions the work and builds the systems that make it possible at scale. I partner with marketing, product, and sales teams to sharpen strategy, direct creative, and create the conditions for work that holds up.

15 years in enterprise B2B, from hands-on design through creative direction and into systems-level leadership. The through line is actively considering the problem, staying curious throughout the process, and exercising judgment at every step.

Core Capabilities

01
Sharpen the Strategy

When the brand has outgrown its story, I help teams clarify positioning, pressure-test creative direction, and align stakeholders around a shared point of view. I work best when there’s real ambition in the room and the team is ready to move.

Brand positioning · Narrative and voice · Messaging architecture · Competitive audits · Launch strategy

03
Create (or Fix) the Creative Machine

When talented teams aren’t producing to their potential, I find where the system is breaking down and rebuild it. Better intake, cleaner prioritization, and an ops layer that lets creative teams focus on the work they were hired to do.

Intake and prioritization frameworks · Capacity planning · Sprint workflows · Vendor and agency management · Brand governance · Tooling infrastructure

02
Build the Brand

From positioning to production-ready, I lead brand builds end-to-end. That means the visual identity and voice, the governance frameworks that make quality repeatable, and the campaign layer that puts the brand in front of people. A brand is a living system. It has to flex as strategy shifts, markets move, and companies grow.

Brand identity · Campaign strategy and launch · Art direction

04
Enable the AI Era

Most creative teams are still treating AI as an experiment. I help them make it infrastructure. That means custom tooling, workflow integration, and adoption programs that stick.

Custom AI image tooling · Prompt system design · Team adoption programs · Workflow integration · Creative QA for AI-assisted output

How I make work, work

Great creative happens when someone asks the right questions early, builds the right foundation, and stays accountable through delivery. Every engagement I take on follows the same four phases, whether I'm directing a rebrand, defining a brand narrative, standing up a creative ops function, or embedding as a fractional lead.

The fastest path to great work is asking the right questions first. I invest time upfront understanding the competitive context, the company culture, and the audience. That groundwork is what makes execution fast and decisive, and what separates work that looks good from work that performs.

  • Before anything gets made, I invest time understanding the full picture. That means the team dynamics, the workflow opportunities, the brand landscape, and where creative capacity has room to grow. This is where assumptions get replaced with direction.

    Stakeholder interviews · Brand audit · Competitive analysis · Creative Ops assessment · Audience research

  • From what I learn, I build a strategic foundation specific enough to guide decisions and flexible enough to evolve. Positioning gets sharpened, the creative brief becomes a key tool, and the ops model is designed before pixels are moved in Figma or Claude.

  • I direct the creative work and build the infrastructure around it simultaneously: the visual identity, the Figma component library, the governance docs, and the AI tooling that lets teams produce at scale without losing quality.

  • Most engagements stop at delivery. Mine don't. I help teams absorb the brand, build the workflows around it, and sustain quality over time. Whether that means standing up an intake process, running an AI enablement cohort, or staying on as a fractional lead through a growth moment, this is where the investment holds.

A note on how I work

My intention with every project is a long-term partnership, whether that's full-time or fractional. A brand system should grow as your company does, and that requires someone invested in the outcome, not just the delivery.