I lead comprehensive and highly complex programs, from strategy to execution, across implementation environments. I led the team that rebranded UPS from identity to packaging, retail environments, and aircraft fleet, ensuring a cohesive and effective brand transformation.

I spearhead the design of 'first-of-their-kind' projects, guiding teams from market analysis to launch. Notable projects include a functional cannabis edible and an innovative point-of-sale terminal, integrating customer experiences in both digital and physical contexts.

I lead the development of cohesive branded languages and functional design systems to connect brand, digital platforms, and product interfaces, ensuring alignment with goals and requirements across all touchpoints. For Progyny, my team created a visual system that was implemented on the company’s content-rich website, member portal, and mobile app.

I develop and execute content campaigns across diverse media platforms. I led creative development on a global launch campaign for Puma’s first-ever app, helping transform the brand and customer relationship.

I design programs that foster a sense of place and resonate culturally. I led teams on several place branding and integrated marketing efforts, ranging across scales from retail and real estate development to aircraft interiors and nation branding.