I’m the original brand side traitor. Foregoing agency for the majority of my career to focus on singular brands, building teams, shaping culture, zoning in on business performance. Working with a range of companies from mid-sized startups to fully matured fortune 500 companies. I have a wealth of creative and marketing operational experience.
I actually love being within the walls of a company, having a distinct and deep understanding of the mission, the values and what success looks like. I am a business savvy executive who enjoys nothing more than a challenge, with a deep understand of the full experience consumers have with brands. I simultaneously like winning awards for the work and beating forecasts at the same time.
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RECENT EXPERIENCES
SVP, HEAD OF GLOBAL CREATIVE
Peloton Interactive
2017 - 2023
Executive head of global creative from early stage startup to globally recognized brand. Designed and built brand creative function from scratch too well organized studio. Managed all brand design, look, feel and strategy. Led all consumer touch points including seasonal and product launch campaigns, commerce product design, packaging design, retail & experiential design. Managed both the in-house creative brand studio as well as agency and production partners.
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Helped grow member base from less than 100k members to over 7 million
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Launched seven connected fitness products and apps.
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Established and defined the Peloton brand design system, positioning
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Voted top brand 2021 (#2), Won Performance, Drum, Effie awards
Brand Design & Strategy // Campaign & Comms Development // Design Systems // Studio Org Design // Packaging & Product Design // Experiential
VP, CREATIVE
Ladders
Built design and creative functions for two sided direct to consumer and B2B business model.
Brand Design & Strategy // Design Systems // Communications
VP, CREATIVE & DESIGN
Savant
2014 - 2017
Opened a Creative studio in NYC supporting mid-size startup in Home Automation as it evolved into a mid-market direct to consumer brand. Built team of 35 product design and brand side creatives. Successfully rebranded and positioned company. Launched six smart home IOT products bring them to Best Buy Magnolia stores.
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110% revenue increase after rebrand and positioning launch
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Launched six products, two industry leading award winners
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Established retail design foot print in Best Buy Magnolia stores
Brand Design & Strategy // Campaign & Comms Development // Design Systems // Studio Org Design // Packaging & Product Design // Experiential
SENIOR CREATIVE DIRECTOR, HEAD OF CREATIVE
Nook by Barnes & Noble
2012 - 2014
Led the creative studio in launching a new digital reading brand, inclusive of four global products. Managed team of 30 designers, writers, pms to develop all brand, product marketing, identity systems for NOOK.
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Launched digital platform brand NOOK
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Defined brand design and UI across ecosystem selling over 2ml digital reading products.
CREATIVE DIRECTOR, HEAD OF CREATIVE
Barnes & Noble
2009 - 2012
Head of creative for both digital and physical marketing communications across BN's ecosystem of products and editorial platforms. Lead team of 20 creatives in executing seasonal campaigns and new product line development.
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AGENCIES
Mullen (Creative)
FCB (Designer)
Sprout (Designer)
Multi-Media Solutions (Designer)
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RECOGNITION
Rated Top Brands of 2022 by Prophet (#2)
Best Holiday Campaigns
Best Campaign Tech Award
Effie Award in Health and Wellness
Adage Performance Award
Drum Award
Best New Products: Savant Remote
Mark of Excellence: Savant App
Innovative Brand Award, Nook
Webby Award in commerce B&N
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AWARD SHOWS AND STUFF
Judge: Drum Awards (X2)
Judge: Shorty Awards
Judge: Andy Awards
Judge: Webby's
Speaking: Ad Week: How to Lead (X2)
Speaking: SXSW: Why Type Matters