Head of creative for disruptive consumer brands. I lead high-functioning teams accelerated by AI, building brands and designing the omnichannel ecosystems that turn creative ideas into shopper awareness, action, and loyalty.

Pangaea Holdings — Head of Creative
December 2021－Present
Overseeing all creative output across two global DTC personal care brands — Lumin and Meridian — reporting directly to CEO.

• Architected brand strategies, design systems, tone-of-voice, packaging, ecomm site design, and launch campaigns driving sustained growth and channel expansion over 4.5 years

• Grew Meridian DTC conversion rate +40% and overhauled Meridian Amazon creative for double-digit CVR improvement YoY

• Launched Meridian into Target with the It’s Personal campaign, growing category share to 11% and earning #1 rank in category absolute dollar growth contribution; Slimmer Trimmer launched to #1 on both DTC and Target

• Achieved +32% AOV lift on Lumin DTC with launch of Luminator LED eye care device, which reached #1 on Amazon and increased site traffic by 27%

• 2x'd Lumin aided brand awareness to 30%, supporting +40% YoY new customer acquisition

• Supported $10MM in average annual paid media spend, driving +14% YoY efficiency gains through creative performance improvements including +58% static CTR, +23% video CTR, and +16.5% video hold rate

• Built and scaled a fully integrated in-house creative team spanning copywriting, design, strategy, production, video, photography, 3D,
  and localization — then systematically transitioned to an AI-augmented flex model as new tools came online, reducing costs and increasing throughput

• Reduced creative department headcount by 65% while maintaining full-channel output across paid media, organic social, e-commerce, retail, marketplace, and international distribution

• Pioneered AI integration across creative operations leveraging purpose-built stacks, meaningfully increasing output volume, accelerating production velocity, and reducing costs

• Negotiated and managed all external creative agency and vendor relationships with an annual spend of approx $500k

• Established cross-functional collaboration frameworks and project management processes between creative and key
  internal departments

• Defined CEO-approved quarterly department OKRs and KPIs aligned to broader company business objectives and shaped annual department and employee action plans to achieve those goals

Integer Group\TBWA —  Creative Director (promoted from ACD)
February 2013－December 2021
Lead commerce agency in the Omnicom/TBWA agency network. I directed integrated creative across retailer, channel, national, and global commerce campaigns spanning mass, grocery, c-store, drug, value, club, and e-commerce channels for some of the world’s largest consumer brands.

Clients: Mountain Dew, Kinder, Ferrero Rocher, Butterfinger, Nestlé Crunch, Tic Tac, Nutella, Snickers, M&M's, Twix, Dove, Skittles, Starburst, KIND Snacks, Extra, Loctite, Kellogg’s, Pringles, Cheez-lt, Pop-Tarts, Keebler, Eggo, Nutri-Grain, Rice Krispies Treats, Kashi, Bear Naked, Special K, Pampers, Luvs, Walmart, Target, Kroger, Walgreens, Dollar General



Select projects: Pringles Flavor Slam, MTN DEW + Papa John's Quick Order Controller, Pop-Tarts + Destiny 2 launch

• Led teams ranging from focused 5-person units to departments of 25, adapting leadership style to team size, campaign complexity, and client demands

• Developed and sold in campaigns and activations that deepened client partnerships and drove continued account growth across accounts ranging from $500K to $20MM in agency revenue

• Pitched and won new business consistently over 9 years, contributing directly to agency expansion

• Ideated and oversaw production of fully integrated campaigns including photoshoots, video productions, mobile apps and games, and websites — managing creative from brief through final delivery

• Partnered with cross-discipline leadership to evaluate data and analytics, diagnose business problems, define consumer segments and purchase paths, and develop strategic briefs and program KPIs

• Oversaw style guide creation, toolkit deployment, and sales enablement tools for national and global brand initiatives

• Represented creative in all client-facing settings including brief intake, strategic alignment, presentations, and pitches

• Contributed to agency growth through case study development, award submissions, and the creation of new agency disciplines and practice areas such as CX Design, digital proofing processes and fractional resourcing

• Award highlights: Cannes Lions shortlist (Pringles FlavorSlam), Gold Effie (Shopper Marketing), Gold Reggie (Pop-Tarts & Destiny 2), multiple Gold ADDYs, Mashies Best of Category, POPAI Gold, Graphis Silver, Communication Arts, The One Show and additional Reggie, Hub Prize, and PRO Award recognition across nine year tenure for work on Kellogg's, Pringles, and Pop-Tarts

True Action (eBay) — Associate Creative Director (Digital)
June 2011－February 2013
Clients: Kraft Foods (Gevalia Kaffe) Levi's, Dockers, Haggar 

• Led creative development of e-commerce campaigns driving purchase and subscription growth across direct-to-consumer businesses

• Concepted and guided development of e-commerce technologies designed to increase purchase intent and reduce return rates including
  Levi’s Fit Finder which led to a 23% reduction in product returns

• Managed and mentored cross-functional creative teams including art directors, copywriters, designers, UX designers and
  technical writers

Quaker City Mercantile — Senior Copywriter (Promoted from Copywriter) 
January 2006－June 2011
Select Clients: Hendrick's Gin, Sailor Jerry Rum, William Grant & Sons, Narragansett Beer, TYR, Lilly Pulitzer, ECCO, Prince Tennis, Philadelphia Inquirer, Comcast, and more

• Developed brand voice, messaging standards, and 360° campaign copy for a diverse portfolio of premium consumer brands across spirits, apparel, athletic and lifestyle categories

• Created global brand messaging frameworks and copy systems spanning brand touchpoints, campaigns, and digital channels most notably for Hendrick’s Gin which saw a +200% penetration increase in global market presence during that time

• Managed branded social channels and content programs, establishing early social creative best practices for multiple brand clients

Creative Consulting — Freelance Creative Director & Strategist
2010－Present
Contract Creative Director/Strategist/Copywriter helping to develop and launch brands and new products, ideate brand campaigns, build activation strategies, and win at retail.

Select Clients: Grüns, Brami, Walmart, Zeal Optics, Altra Running, Montelobos Mezcal, Ancho Reyes Chili Liqueur, Cooper’s Craft Bourbon, Roost Apartment Hotel, DeSales University