Positioning, story, identity, content, and AI visibility — one connected system, built at startup speed.
Brand platforms. Creative systems. Content engines. AI visibility. Growth.
Led the global launch of Celebrity River Cruises, a new brand within Royal Caribbean Group, as Executive Creative Director. Built the brand from the ground up: positioning, tone of voice, look and feel, and the central launch idea, "This Is How We River."
From there, brought the brand to market across social, content, CRM, paid, PR, experiential, and broadcast, with every touchpoint connected by one brand story and one customer journey.
The results were immediate. Site traffic rose 633%. Priority access sold out in six minutes. The inaugural 2027 season sold out in 72 hours. A brand that didn't exist two years ago now has a passionate, growing audience and a clear identity in a highly competitive market.
Built brand and content programs inside one of the world's largest tech-powered creative groups, for enterprise clients working at the intersection of creativity, technology, and culture. The job, in one line: create growth through relevance.
Worked across Microsoft, SAP, Coinbase, Wells Fargo, Capital Group, Merck, Eli Lilly, Adobe, and Jaguar Land Rover, translating complex offerings into clearer, more differentiated stories across brand, marketing, and sales.
Founding members of Accenture's Gen AI Continuum Group, building working AI prototypes for campaign development, content creation, and creative systems, including ConsumerBots, a generative persona platform used across brands like Mars, Merck, and Jaguar Land Rover.
Working as part of a global team of JLR across 44 markets, with a mandate to help two iconic brands connect with culture, technology, and a changing luxury audience.
For Land Rover, the work contributed to some of the strongest business results in the brand's history. The U.S. reintroduction of Defender, "Embrace the Impossible," won Newsweek's Marketing Campaign of the Year. Range Rover's "Lead By Example" helped the brand surpass one million units sold, deliver its best Q2 on record, and drive a 22% sales increase.
We also built an Influencer and Creator Incubator to bring more authentic cultural voices into the brand and increase content velocity across platforms.
Across the business, leading teams that moved Jaguar Land Rover toward a more performance-minded marketing model, connecting creative, social, content, CRM, and paid media directly to audience behavior, engagement, and business outcomes.
Leading creative and strategy as part of the dedicated, embedded team behind the brand, including the global platform "The Powerful Backing of American Express" and the expressions "Don't Live Life Without It" and "Don't Do Business Without It.
The shift was deliberate: away from purely transactional messaging and toward something more human: community, connection, cultural relevance, and the idea of a brand that backs people, not just purchases.
To bring that to life, we created work across brand, social, experiential, PR, digital, and B2B channels, partnering with creators and cultural figures whose stories reflected the role American Express plays in people’s lives and businesses.
The results matched the ambition. Small Business Saturday drove 104 million shoppers and $17.8 billion in single-day sales, the highest on record. Campaigns with Lin-Manuel Miranda contributed to a 26% profit lift. Global campaigns generated 5.9 billion impressions while helping bring younger audiences into the brand and deepen loyalty.
We have worked across agencies including BBH, Mother, Saatchi, Ogilvy, R/GA, Co:Collective, Havas, Huge, and Big Spaceship, and brand-side with Google, Meta, Netflix, Tripadvisor, Microsoft, Goldman Sachs, Samsung, and PayPal, plus pro bono work for Concern Worldwide and Build the Bench.
Working on Brand & Growth at Kerhonkson Group, a brand and growth accelerator, directly with founders and CMOs to turn strategy into positioning, campaigns, and content systems that connect to acquisition and revenue.
The work spans brand platforms, founder and sales narratives, full-funnel content, and AI-enabled workflows, built to be tested, measured, and improved against growth. Often that means working from zero to one: building the story, the message, and the early demand before there's a large media budget or a mature marketing machine in place.
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Built and ran our Creator Studio, a lean, always-on creator engine inside a global luxury brand: creator collaborations, influencer programs, UGC, and original content produced in-house. We pulled assets from global markets, localized them for North America, and ran everything through a test-and-learn loop, cutting production cost and turnaround dramatically.
It was an early version of what the industry is now racing to build: always-on creator programs wired into an enterprise's own data and AI, not one-off campaigns. Building that model in-house before the market put a price on it.
