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Fractional Creative Director
& Experience Strategy Leader.

Creative Clarity.
Experience Design.
Measurable Impact.

I help brands design experiences and creative systems that scale—intentional, crafted, and built to deliver measurable impact.
Great work is equal parts clarity & craft.

As a Creative Director and Experience Strategy Leader, I help teams focus by defining the problem, sharpening the idea, and executing with consistency across every touchpoint. Much of my work begins in ambiguity. I clarify what matters, identify the real starting point, and chart a path teams can execute with confidence.

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My approach blends brand strategy, UX, CRM, creative operations, and AI-enhanced workflows to build systems that scale. At every level, the work tells a coherent story across channels, products, and moments, turning complexity into clarity without sacrificing craft.

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I stay hands-on where it drives quality and momentum, while giving teams the structure they need to move with precision. The goal is simple. Create work that is clear, intentional, and built to deliver measurable outcomes.

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Burger King

Loyalty Relaunch

Redesigned the mobile loyalty experience to drive enrollment and deepen brand engagement.


Led the project from UX/UI concepting through launch, working with cross-disciplinary teams to align design, messaging, and CRM infrastructure.


Impact: +32% loyalty sign-ups in the first quarter post-launch.

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Carnival Corp. 

Omnichannel Experience

Created an immersive VR excursion showcase as the entry point to a connected cruise journey, from pre-cruise planning to onboard engagement and post-cruise loyalty. Unified marketing, CRM, and service touchpoints across web, mobile, and in-ship screens.


Impact: Generated 800 million US brand impressions in one month and increased excursion bookings for Princess and Holland America on key routes.

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Peet's Coffee

Loyalty Reward Refresh

Revitalized the UX digital experience with updated brand storytelling, seasonal offers, and an enhanced loyalty rewards program user flow. 

 

Directed design and content strategy to align online touchpoints with in-store moments for a cohesive customer journey.


Impact: Increased digital engagement and loyalty participation.

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Motorola

Global Product Launches + CRM

Brought a new product to market across five global regions, balancing B2B partner activation with consumer demand generation. Delivered an integrated campaign spanning broadcast, digital, retail, and experiential that reduced returns and improved retention.


Impact: Strengthened global market presence while maintaining consistent brand voice across all regions.

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Above the Clouds

Aerospace

Proprietary SaaS UX/UI & AI-Driven Experience Design

Confidential Client

Led UX/UI design for proprietary SaaS platforms, enabling secure and efficient workflows across global teams. Integrated AI-driven recommendations and dynamic triggers to personalize the user experience while meeting rigorous industry standards.


Impact: Increased platform adoption and  leveraged AI-driven recommendations to personalize consumer journeys and increase engagement by 22% experience.

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Blaze Pizza

CRM + Mobile Ordering

Led CRM email creative strategy and redesigned mobile ordering experience across app and web. Integrated loyalty, in-store touchpoints, and app store optimization to drive repeat orders.


Impact: Increased order frequency and customer retention through a seamless digital-to-store experience.

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Campaign direction
Brand storytelling at scale
High-impact national campaigns (broadcast + digital)
RFP presentation strategy & design
I help bring clarity to complex challenges—defining the starting point, shaping the narrative, and guiding teams toward creative solutions that resonate.
  • Campaign direction
  • Brand storytelling at scale
  • High-impact national campaigns (broadcast + digital)
  • RFP presentation strategy & design

Where I Add Value

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I help teams understand the path forward—turning ambiguity into mapped journeys, scalable systems, and experiences that work across channels and contexts.
  • CRM architecture & loyalty program design
  • Omnichannel consumer journeys
  • Smart recommendation systems & AI-driven personalization
  • UX/UI for web, mobile, and in-store
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I translate strategy into systems and executions—bringing structure, clarity, and consistency to how ideas ship, scale, and evolve over time.
  • Cross-platform rollout (digital, retail, experiential)
  • Marketing automation & personalization
  • AI-powered creative & visual generation
  • Hands-on design & production oversight

Let's Build Whats Next

If you’re looking for leadership that bridges strategy and execution, I can help your team create experiences that matter — and deliver measurable results.
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