I've Spent Over 24 Years Building Brands. Now I Bring That Experience to Yours.
Most brands don't have a creative problem. They have a clarity problem.
They're executing before they've defined their positioning. They're launching campaigns without a coherent strategy. They're building creative teams without the right foundation in place. The work looks busy but doesn't move the business.
I've spent 24 years inside some of the most demanding brand environments in retail and CPG — and what I've learned is that the brands that win aren't always the ones with the biggest budgets or the most resources. They're the ones with the clearest foundation and the most intentional creative leadership.
That's what I bring to every engagement.
The Work Behind the Work
My career has taken me from multi-location retail operations to regulated consumer packaged goods, leading brand and marketing teams at Northern Tool + Equipment, Holiday StationStores, Gander Mountain, and King Technology.
Across those environments I've built and led teams of up to 16 people, managed budgets up to $4 million, and developed brand strategy for some of the most competitive and complex market categories in retail and CPG. I've launched products, rebranded organizations, built creative departments from the ground up, and navigated the unique challenges of marketing in regulated industries.
I also hold a communications degree with a graphic design minor which means I don't just lead creative teams, I work in the creative alongside them. I write. I direct. I execute. That hands-on capability is increasingly rare at the senior level, and it's one of the things my clients value most.
More recently I've developed deep expertise in AI implementation for creative workflows, building systems that accelerate production, increase output, and free creative teams to focus on the work that actually requires human thinking. It's one of the most meaningful evolutions in my practice, and it's something I bring into every client engagement where it's relevant.
I’m a Unicorn. Genuinely.
Most creative leaders are right-brained or left-brained. Strategic or executional. Big picture or in the weeds. I'm both. Equally and simultaneously. It's rare, and my clients tell me it's the thing that changes everything.
I can sit in a brand strategy session in the morning, write the creative brief at noon, and be reviewing design concepts by afternoon. I understand the numbers behind the creative decisions and the creative thinking behind the business strategy. I speak the language of the C-suite and the language of the creative team and translate fluently between them.
That's not a personality quirk. It's the thing that makes the work faster, smarter, and more aligned from brief to launch. No handoff gaps. No translation loss. Just clear thinking and great work, delivered.
You get a senior creative partner who has operated at the highest level inside real organizations, not just consulted from the outside. Someone who understands budgets, timelines, stakeholder dynamics, and the reality of getting great work done inside an imperfect system.
You get someone who will think strategically and execute hands-on. Who will bring a proven framework to your engagement and leave you with something that outlasts the project. And who genuinely cares about the health of your brand, not just the deliverable.
What You Get When We Work Together
Want to Know if We're a Fit?
I'd love to have that conversation. Tell me where your brand is and what you're working on.