Creative Direction at Scale
The problem I solve:
“We can’t produce consistently at scale without losing quality or direction.”
As organizations grow, creative vision fractures across teams, vendors, and platforms. I build content production systems that deliver volume without creative drift—embedding creative direction into workflows so quality becomes automatic, not enforced.
The Scale Challenge
Most organizations break around 100-200 assets per quarter. Creative becomes a bottleneck, quality becomes inconsistent, and every execution requires debate.
I've solved this at two extremes:
Food Network: 2,000+ videos annually across 50+ talent franchises, generating hundreds of millions of views
Anova Culinary: Lean team producing across all channels while maintaining premium brand identity (5.0 ROAS, $700K quarterly email revenue)
How I Build Systems that Scale
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Creative briefs, quality checklists, and reference libraries that make good decisions automatic.
Example: Food Network culinary production standards enabled teams to produce 2,000+ videos annually without constant creative oversight.
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Understand who’s playing, set clear approval hierarchies, feedback tied to brand standards.
Example: Founded Food Network's first Digital Culinary Production department, streamlining collaboration across marketing, creative, and talent.
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Onboarding that builds taste, empowered roles with clear authority, contextual feedback that develops judgment.
Example: Led global creative teams at Anova and managed 300+ influencer activations while maintaining consistent brand voice across 800K+ followers.
What This Enables
For Quality:
Consistency across channels, predictable output, creative confidenceFor Velocity:
2-3x more output from same resources, reduced rework, fewer bottlenecksFor Business:
Better ROI (5.0 ROAS), stronger brand recognition, sustainable team operations
Where This Shows Up
Digital Video Ecosystems → Food Network: 2,000+ videos annually, millions in revenue
Social-First Content → Anova: 800K+ followers, 35% growth, 300+ influencer activations
Always-On Marketing → Anova: 40+ email campaigns, $700K quarterly revenue
Cross-Platform Production → Integrated systems across paid, owned, earned channels