Selected Work
Selected work
A focused collection of current work spanning audience-first systems, performance creative, dynamic production, fundraising, social storytelling, and motion. The portfolio is intentionally edited to show different kinds of leadership rather than every asset produced.
FLAGSHIP SYSTEM
Audience-First Creative System
A repeatable method for connecting audience knowledge, message hypotheses, modular creative, traceable activation, and learning that compounds.
Creative leadership
CARE
Creative leadership across CARE social and display campaigns, spanning humanitarian storytelling, fundraising, concept development, messaging, and art direction.
System rollout in progress
IFAW
Conservation and sustainer creative with a broader Audience-First rollout underway, showing message range without losing brand consistency.
Dynamic production
Blood Cancer United
A flexible performance-creative model using Google Studio and feeds to support different donor moments, proof needs, and campaign priorities.
Motion and system rollout
UNFPA
Motion-led storytelling that makes complex global-health issues clear, human, and native to social channels.
Hands-on craft and leadership
UNICEF
Cross-channel performance creative combining hands-on design, art direction, production discipline, and platform-aware execution.
LEGACY WORK
Built close to the craft.
Before leading systems at scale, I spent years designing brands, websites, interfaces, campaigns, packaging, email, print, and digital experiences. The legacy archive shows the hands-on foundation beneath the leadership work.