How I Approach Challenges / messy problems

Every project starts with a moment of chaos — and I love that moment. My first move is always research: understanding the product inside out, digging into the tech, attending product demos (yes, even the long ones), learning the brand like it’s my own, and getting a clear picture of the competitive landscape.

Once I know the full universe — the users, the needs, the friction points, the business goals — the path forward starts to reveal itself. I’m the person who cuts through complexity, finds the real problem hiding under the surface, and turns “this is a lot” into “oh, this actually makes sense now.”

My Creative Process / what's going on inside my head

1. Research like a detective. Learn the product, watch the demos, study the competitors, absorb the brand until it feels like muscle memory.

2. Listen. To stakeholders, teams, data, and the weird gut feeling that’s usually right.

3. Ask too many questions. (This is where clarity happens.)

4. Translate the strategy into something humans actually understand.

5. Concept, explore, stretch. Big ideas with practical legs.

6. Refine until it sings.

7. Pressure-test the work against business goals, user needs, and real-world behavior.

8. Deliver creative that feels intentional, smart, and just risky enough to stand out.

Basically: informed thinking → bold ideas → clean execution → measurable impact.

How I Add Value

If 20+ years as a creative leader isn’t enough to convince you, here’s the real value I bring: I know how to take complex products—especially in tech and SaaS—and turn them into clear, compelling stories that actually move people and move metrics.

I’ve led creative and brand work for companies like Cisco, AWS, PagerDuty, Mindtickle, Flexential, Informatica, Malwarebytes, Virgin Mobile, Ford, Malibu Rum, Havana Club and more. That means I understand the dance between product, marketing, and brand—and how to build creative that respects the tech, elevates the story, and drives real business outcomes.

I build systems that scale, campaigns that perform, and creative cultures where people feel motivated to bring their best ideas. I don’t believe in creative block — I always have ideas. I use AI and data to make work smarter, not louder. And I don’t just execute—I help teams find clarity, momentum, and a sense of direction that makes everything run better.

If your organization is growing, evolving, or redefining itself, that’s exactly the moment where I shine.

My Leadership Approach

I lead with clarity, taste, and humanity. My job is to give teams the direction they need and the space to do their best work — not hover over their shoulders with pixel police energy.

I invest in people. I don't believe in creative block. I build teams that feel safe bringing bold ideas, teams that know the “why” behind the work, and teams that grow because they’re supported, challenged, and trusted.

Better work, stronger teams, smoother process.
No drama, no ego — just great creative, the best of the best design and collaborative momentum.