About.
Making cool shit with good people.
I'm a NYC-based Creative Director & Brand Strategist with 20 years of industry experience building brands, leading teams and turning business strategy into culturally relevant creative.
Impact.
Built brands from the ground up.
Scaled e.l.f. Beauty from $275M to $1B+.
Transformed established businesses through strategy and creative leadership.
Services.
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Creative vision and long-term brand strategy
Brand DNA development (values, voice, visual codes)
Rebranding and brand refresh leadership
Global consistency and creative governance
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Art direction across channels
Campaign look and feel development
Identity systems, typography, and color direction
Packaging and product design oversight
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360° campaign concepts and launches
Editorial and advertising storytelling
Photoshoot and video direction
Influencer and talent creative direction
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Digital brand expression and UX collaboration
Social media visual systems
Content frameworks and calendars
E-commerce and PDP creative direction
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C-suite creative partnership
Translating business goals into creative strategy
Pitching & presenting to stakeholders
Creative team leadership and mentorship
In-house team building
Agency and external partner oversight
Cross-functional collaboration
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End-to-end shoot oversight
Casting, locations, and production budgeting
Post-production review and quality control
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Creative audits and brand diagnostics
Go-to-market creative strategy
Founder and executive advisory
Luxury and global market positioning
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Retail concepts and visual merchandising
Pop-ups, installations, and events
In-store storytelling and window concepts
Experience.
Consulting Executive Creative Director
2025–Present
Self Employed
Associate Vice President, Global Creative Director, Digital + Content
2022–2025
e.l.f. Beauty
e.l.f. Beauty
Senior Director, Creative, Digital + Content
2020–2022
e.l.f. Beauty
Creative Director, Digital
2019–2020
Bloomingdale’s
Associate Creative Director, Digital
2015–2019