An Approach Built on Years
of Genuine Experience
From advertising agencies to in-house teams at Meta, Stripe, Adobe and AlphaSense, I've learned one thing: every brand story is a people story.
Finally, Some Intelligence
I lead creative at AlphaSense, an AI-powered market intelligence company, so I see every day how AI helps people understand more. I treat it as a trusted creative partner. It brings perspectives beyond my own experience into the room, lets me pressure-test an idea against different audiences and cultures, and helps me connect business, brand and culture into one clear strategy. It doesn't replace the human truth at the heart of the work. It helps me find it sooner and see it more fully.
Lead with Vision
From strategy and concept through final execution, I'm with the work at every step. The work is always cross functional. I listen to every expert in the room, and turn business objectives into a clear, actionable creative vision that everyone can see and repeat. I've worked this way alongside product, growth, policy and comms teams at Meta, Stripe, Adobe and AlphaSense. Throughout, I keep the team supported and the vision intact, from the first brief to the final delivery.
The Human at the Center of the Brief
Brands don't live in decks. They live in people's lives: in the friends they call, the things that frustrate them, the jokes they share. My job is to find the human truth inside a business goal and build the story around it. That's how a Facebook campaign became a love letter to friendship, Slavery Footprint helped people see the forced labor behind everyday things they buy, and a green car became a joke everyone was in on
Pass It On
I've built teams from the ground up more than once. I was one of the first two creatives in Facebook's first in-house agency (the Factory), then helped form Creative X, its first group dedicated to product and policy marketing. Later I built the team that launched Facebook's new parent brand. Each time, the culture came first. I lead by example and built people-first teams where curiosity is rewarded and a safe space is created to welcome bespoke ideas.