ABOUT
Creative Director · Systems-Driven Storyteller
I design and lead creative systems that scale without sacrificing quality or brand intent.
I’m a Creative Director with nearly 20 years of experience shaping brand narratives, building production systems, and aligning creative direction with business growth.
I specialize in turning complexity into clarity—designing content ecosystems that allow teams to move fast, stay consistent, and deliver measurable impact across paid, owned, and organic channels.
STATS
20 years leading creative teams
2,000+ videos produced annually
5.0 average ROAS on paid media in Q4 2025
$20M+ in products sold
Daytime Emmy® Award nominee
How I Lead Creative
Creative Direction
I set the creative north star—defining how a brand should feel, sound, and show up—then guide teams toward it with clarity and taste.
Systems & Scale
I embed creative direction into systems and workflows so quality holds as output grows. Consistency becomes automatic—not enforced.
Growth & Performance
I design storytelling that earns trust and drives results, ensuring creative work doesn’t just look good, but actively supports growth.
How This Shows Up in Practice
I partner closely with founders, CMOs, and cross-functional teams to translate brand intent into execution at scale—across launches, lifecycle marketing, and performance channels.
My work bridges strategy and production, allowing creative teams to move faster with confidence while staying aligned to business goals.
Product launches & category education
DTC content ecosystems
Performance & lifecycle creative
AI-assisted creative development
Cross-channel brand storytelling
How I Flow
Strategy → Creative Direction → Production Systems → Channels → Outcomes
I lead with curiosity, direct with clarity, and believe the best creative work happens when teams feel aligned, trusted, and energized.
Strong creative leadership should be rigorous—and fun.
Founded and led culinary production at scale
Brand, production, DTC, and AI-enabled creative systems
Content as a growth engine improving unit economics
Journey
I started as a culinary producer at Food Network in 2006, eventually founding their first Digital Culinary Production department. Over 14 years, I scaled from producing individual videos to leading teams that created 2,000+ pieces of content annually. Since then, I've brought this systems-driven approach to high-growth D2C brands like Anova Culinary and founder-led businesses like Combustion, Inc., generating millions in product revenue.
