Executive Creative Director building brands and digital experiences that drive growth.

Replaced Slack with a purpose-built platform designed for clarity at scale. Defined product direction and UX across a multi-system platform, shifting from real-time noise to structured, high-value engagement for a global member network.

Turned subscription management into a product, not a support function. Redesigned the core platform to enable self-service control, reducing friction for users while unlocking operational scale for the business.

Built a brand system that could scale beyond product into culture. Unified brand, ecommerce, and storytelling into a cohesive ecosystem that redefined how consumers engage with functional wellness.

Redesigned the digital flagship to drive conversion through a more cohesive, brand-led experience. Led creative direction and managed a team of designers end-to-end, simplifying the user journey while building a scalable system that balanced storytelling with performance.

Built a brand that rejected infantilized norms in the parenting category. Led end-to-end identity and positioning, creating a system that made complex sustainability feel expressive, modern, and culturally relevant.

Defined a new model for swimwear rooted in fit, confidence, and real-world use. Led brand, positioning, and digital experience from the ground up, helping transform a broken retail experience into a direct-to-consumer brand that resonated with a broader, underserved audience.

Expanded a retail pop-up into an interactive AR-driven brand experience. Led the concept and design of a virtual layer that allowed users to navigate the space and discover products through augmented reality, turning a static environment into a dynamic, immersive journey.

Brought a new media brand to life through a digital platform designed for voice, culture, and growth. Led the website experience end-to-end, shaping how content, personality, and storytelling come together in a scalable system built to evolve with the brand.

Transformed the digital flagship into a streamlined, conversion-focused ecommerce platform. Led the website redesign end-to-end, integrating user experience with backend ordering logic to reduce friction and support a more scalable, efficient system.

Launched a new skincare line designed for eczema-prone skin, translating a clinical product into a clear, accessible digital experience. Led UX and creative direction for the website, shaping how sensitive-skin concerns, product education, and purchase paths come together in a system built to build trust and drive adoption.

Created a digital companion for the Culture Chanel exhibition, extending a physical retrospective into an immersive online experience. Led UX and creative direction for the website, translating the life and legacy of Gabrielle Chanel into a structured, narrative-driven platform that deepened engagement beyond the exhibition space.

Created an immersive digital experience that brought the Ralph Lauren Paint line into a richly layered, experiential online environment. Led UX and creative direction for the website, translating the brand’s interior world into a navigable platform that inspired exploration while supporting product discovery and selection.

Built the digital foundation for Chanel’s heritage archive, translating the brand’s history into a structured, accessible online experience. Led UX and creative direction for the website, shaping how decades of legacy, artifacts, and storytelling are organized into a cohesive platform that extends the physical archive into a living digital system.

Transformed the brand into a unified system built for scale and cultural relevance. Led a full overhaul across identity, website, and content, establishing a flexible framework that brings consistency across every touchpoint while elevating the company’s presence in a competitive space.