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Fractional Creative Director
& Experience Strategy Leader.

Creative Clarity. Experience Design. Measurable Impact.

Creative Clarity.
Experience Design.
Measurable Impact.

I help agencies and brands shape ideas, design experiences, and bring them to market, from creative direction and UX/UI through campaigns and production.
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.

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.

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: bring clarity to complexity and create work that earns attention, builds trust, and delivers results.

P.S. I was using the em dash long before AI made it fashionable and ruined a perfectly good copywriting device.
 

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True Altitude

Product Design + AI

Designed the end-to-end experience for an AI-powered passenger platform connecting personalization, commerce, mapping and airline services.

 

Defined the UX strategy, interaction model and high-fidelity UI. Built executive-ready prototypes and a working pilot on an accelerated timeline.

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OUTCOME: Translated an emerging product vision into a tangible, working passenger experience.

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AIRBUS A³

AI-Powered Experiences + Operational Innovation

Designed connected aircraft experiences spanning AI-powered passenger personalization and smart catering operations.

 

Created UX/UI for recommendations, passenger services, crew workflows and operational intelligence. Turned emerging concepts into working prototypes and executive demonstrations.

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OUTCOME: Helped advance multiple AI and connected-aircraft concepts toward product development and pilots.

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Peet's Coffee

Digital Commerce & Loyalty

Led creative direction and UX/UI for a next-generation loyalty and commerce platform introducing mobile ordering and digital wallet capabilities.

 

Designed customer journeys, interaction patterns and a scalable design system. Delivered more than 250 production-ready screens in partnership with product, UX, engineering and technology teams.

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OUTCOME: Validated with 2,000 beta users and supported nationwide rollout.

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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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Dairy Queen

Loyalty + Gamification

Reimagined DQ Rewards as an interactive mobile game designed around participation and repeat visits.

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Connected gameplay with CRM, social and in-app engagement to create a unified customer experience. Extended the idea across channels as an integrated loyalty campaign.

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OUTCOME: Achieved 2× customer acquisition goals and increased participant retention by 20%.

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Motorola

Global Product Launches + CRM

Led integrated product launches across five global markets, partnering with product marketing, engineering, sales, CRM and executive teams.

 

Connected retail, digital, CRM, video and experiential into coordinated launch systems. Localized campaigns across 30 countries and 36 languages.

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OUTCOME: Generated $2M+ in incremental revenue and delivered 600% ROI.

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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

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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