I've always believed the most powerful thing a brand can do is make someone feel something they didn't expect to feel. My north star has always been the same: story first, human always, and never settle for the obvious answer when a better one is still out there.

I lead the way I create—by asking better questions, pushing past the instinctive solution, and genuinely believing the people around me are capable of more than they realize. The work I'm most proud of isn't always the most visible. It's the shift in a team's confidence, the reframe that unlocked something nobody saw coming.

My background spans 18+ years across consumer goods, entertainment, hospitality, and tech — with a throughline that has less to do with industry and more to do with the question I keep showing up to answer: how does a brand earn a real place in someone's life? From retail environments and fan experience to live hospitality and social-first content to multi-product brand systems, I've built and scaled brand design in environments where the stakes were cultural, not just commercial.

That's still the work I'm most drawn to, and where I do my best.