Open to ECD and VP of Creative roles
I strengthen the work, and the system behind it.
Creative leadership that turns attention into action, at scale.
26+ years Led DELVE’s creative department, 2019–2026 Built the Audience‑First Creative System
I build ideas, teams, and systems that turn audience intelligence into creative people can actually care about. My work connects strategy, human judgment, and modern production to help brands and agencies create stronger work with greater speed, clarity, and accountability.
Selected work
Ideas with a reason to exist. Systems built to carry them further.
The work spans multi-brand travel, global nonprofits, performance media, dynamic production, social storytelling, and creative systems. Each case shows a different part of the same practice: understand the audience, find the clearest idea, and build a better way to bring it into the world.
Apple Leisure Group
Multi-brand creative leadership
Creative leadership across Apple Vacations, BeachBound Vacations, CheapCaribbean, and Funjet Vacations, connecting each brand’s personality with relevant messages across display, paid social, and motion.
Audience-First: dynamic production, not yet on the system
See the travel work
CARE
Creative leadership
Creative leadership across CARE social and display campaigns, spanning humanitarian storytelling, fundraising, concept development, messaging, and art direction.
Audience-First: adopted the full system
See the CARE work
Range
Clients and categories
- B2B, tech & aviation
- AvjetNationAirGreenScreensBRC AcousticsArithmatica
- Health, finance & home
- Longmont Joint & SpineSinger Wealth ManagementDiscount Cabinets & Appliances
- Nonprofits & UN agencies
- CAREUNICEFIFAWUNFPABlood Cancer United
- Entertainment & arts
- Mayhem GulchThe High Road HomeJennifer Findlay Photography
Featured system
Targeting finds audiences. Creative makes them learnable.
Most audience strategies stop at identifying who to reach. I built an Audience-First Creative System that gives each audience a relevant message, connects every version to a clear hypothesis, and turns campaign response into intelligence the next brief can use.
One campaign idea. Relevant creative for every audience. Learning that compounds.
See how the system works- New prospect
- Recent donor
- Lapsed donor
Approved learning feeds the next brief
Illustrative lines. The structure is the one CARE adopted.
- Apple Vacations
- BeachBound Vacations
- CheapCaribbean
- Funjet Vacations
Brand voices from the Apple Leisure Group case study. See the travel work →
How I lead
Every problem gets an owner and a call.
I look for problems early, rank them by what’s at stake, make the call, and name who owns it. Then I help the people who own those calls get better at making them: I show how I handle the hard parts, we practice before it counts, and I’m candid early when something isn’t working. Any team, any tools.
See it early. Rank it. Make the call. Grow the people who own it.
See how I leadDecide nowExample
Design is overbooked for the next 4 weeks
Owner Head of Design
The easy answer: Approve freelance cover for the peak.
My call This isn’t a peak: it’s a sustained gap. Cover the next few weeks with freelance, shift production work to junior designers, and make the hire.
Leadership capabilities
I lead the work and build the conditions for it to get better.
Lead the work
Creative strategy, concepts, messaging, art direction, executive storytelling, client presentation, and final creative judgment.
See it in the CARE workBuild the system
Audience frameworks, modular templates, dynamic feeds, QA standards, testing structures, documentation, and learning loops.
See the systemGrow the team
Clear roles, mentoring, feedback, distributed-team leadership, and standards that make quality repeatable rather than personality-dependent.
See how I develop peopleRun the business
Scoping, forecasting, capacity planning, cross-functional alignment, margin discipline, and creative value connected to business goals.
See how I run it
AI + human judgment
AI accelerates. Human intelligence decides.
I use AI to organize inputs, accelerate first drafts, explore message variation, support QA, synthesize performance signals, and document what teams learn. Strategy, interpretation, concepts, craft, brand stewardship, recommendations, and final approval remain human responsibilities.
AI accelerates
- Client and competitor research, with agent reviews, to find the gaps
- First draft of the Brain, the strategy framework
- First draft of the messaging matrix and testing framework
- Synthesis of performance data into insights
- Writing approved learning back into the framework
Humans own
- Source validation and interpretation
- Audience strategy and hypothesis review
- Concepts, brand voice, and creative judgment
- Reviewing insights and approving what we learned
- Final edits, QA, and approval
For Executive Creative Director and VP of Creative searches
Strong creative leadership should improve more than the next campaign.
It should improve how teams think, work, learn, and make decisions together. I’m open to local, hybrid, or remote ECD and VP of Creative roles.
Looking for a creative leader who can strengthen the work and the system behind it?