Hands-on craft and leadership
UNICEF
Cross-channel performance creative combining hands-on design, art direction, production discipline, and platform-aware execution.
Executive Creative Director, DELVE · 2025–2026
My role
Creative system leadership; concept development; copywriting; art direction; hands-on design; production oversight; client presentation; QA and final approval.
UNICEF is the clearest current example of how I move between executive leadership and hands-on craft. The work spans display, email, social, partnerships, urgent fundraising, and interactive-looking concepts, all built within a performance-focused production environment.
The challenge
The volume and channel range demanded consistency without sameness. Each execution needed to communicate quickly, respect the UNICEF brand, fit the constraints of its placement, and remain strong enough to earn attention in a crowded fundraising environment.
The approach
I led the creative system, developed concepts and copy, provided art direction, personally designed assets, oversaw production, presented to the client, and held final responsibility for QA and approval. The work reflects both leadership judgment and direct engagement with the design craft.
How the system showed up
UNICEF used a traditional creative model supported by Google Studio, feeds, and scalable production practices. The system enabled faster adaptation across sizes, offers, and channels while keeping messaging, brand, and execution quality under close review.
Outcome
The work performed above established performance targets. Specific performance, spend, and campaign data are confidential.