About
Executive Creative Director & Brand Expert with extensive experience in the tech, outdoor sports, and packaged goods industries. I led brand design and creative direction at BeReal, shaping its brand identity and brand strategy.
At BeReal, I created the brand platform and design systems. Before that, I spent over a decade at Burton Snowboards, redefining the brand with unique creative direction, and helped build brands for early-stage startups such as Universe and Simulate/NUGGS from the ground up.
As a Startup Brand Architect, I help startups create their brand identities, stories, and design systems. I excel in developing brand manifestos, mood boards, visual storytelling, packaging, digital design, social media content, event themes, and promotional materials.
I have also been a keynote speaker, sharing insights on brand building at events like “The Future Tech & Innovation Conference” in Antwerp, Belgium.
I am recognized for building immersive brand experiences and telling compelling brand stories through thoughtful design and photography.
Specialties: Brand Identity, Creative Direction, Visual Storytelling, Design Systems, Tech Branding, Startup Branding, Global Brand Strategy, Marketing Campaigns, Keynote Speaker, Innovation in Design, Digital and Social Media Content, Packaging Design, Retail Design, Event Themes, Photography, Immersive Brand Experiences, Narrative Crafting.
Speaking
Delivered a keynote presentation titled "Creating a Brand Operating System" to a full audience.
Shared insights on brand building methodologies and strategies.
Engaged with industry professionals and expanded professional network.
Work Experience
Brand Design Leadership: Headed the creative direction and brand design, leading the transformation of the brand’s visual and narrative identity.
Strategic Brand Positioning: Developed and implemented strategic brand initiatives that aligned with business goals and market trends.
Team Management: Provided leadership and direction to a multidisciplinary team, fostering a collaborative and innovative work environment.
Global Brand Expansion: Played a key role in expanding the brand’s global presence through impactful design and storytelling initiatives.
Leadership in Creative Direction: Directed the brand’s creative vision, leading teams to develop cohesive and innovative design systems.
Brand Identity Development: Transformed brand identity through comprehensive design strategies, ensuring alignment with the company’s mission and values.
Narrative and Visual Storytelling: Crafted compelling brand narratives and visual storytelling techniques, enhancing brand recognition and engagement across various platforms.
Innovative Campaigns: Conceptualized and executed groundbreaking marketing campaigns, elevating the brand’s presence in the industry.
At Simulate/NUGGS, I crafted a bold and unconventional brand identity and packaging that captivated Gen-Z, making us the coolest brand in the frozen food sector. Through innovative campaigns and striking visual content, I set Simulate apart from traditional food brands, resonating with a new generation of consumers and redefining the plant-based nutrition landscape.
Visionary Leadership: Shaped the global creative vision for Burton, translating strategic marketing objectives and customer insights into impactful creative directives.
Brand Cohesion: Ensured brand consistency across all customer touch-points by overseeing the creative output of a diverse team, including Creative Directors, Art Directors, Copywriters, and Production Designers.
Team Excellence: Maintained and elevated high standards for talent and performance within the creative team, driving innovative and effective branding initiatives.
Brand & Product Storytelling: Led a team of Art Directors, Designers, and Copywriters to continually re-imagine and execute seasonal go-to-market brand and product storytelling.
Brand Transformation: Instrumental in evolving Burton from a winter-focused brand to a globally recognized year-round outdoor brand, broadening its market appeal and customer base.
Visual Style: Established and maintained the visual style for the Burton brand, directing photo shoots with professional athletes worldwide to create compelling content.
Campaign Leadership: Oversaw the design and development of global direct-to-consumer campaigns, advertising, digital and social media content, print materials, direct mail, and retail marketing initiatives from concept to execution.
Design Excellence: Contributed to the evolution of Burton’s brand identity through innovative design and creative solutions.
Marketing & Brand Strategy: Worked closely with various departments to develop cohesive and visually engaging marketing materials that aligned with Burton’s brand strategy and goals.
Creative Leadership for Fortune 500 Brands: Directed creative projects for high-profile clients including Gatorade, McDonald’s, State Farm, and Jones Apparel New York, ensuring brand consistency and innovative visual solutions.
Campaign Development: Conceptualized and executed compelling advertising campaigns that resonated with target audiences, driving brand engagement and market success.
Collaborative Execution: Worked closely with multidisciplinary teams to produce high-impact visual content across various media platforms, from print to digital.
Client Relationship Management: Fostered strong relationships with clients, understanding their vision and translating it into effective and memorable brand experiences.