Award-winning Global Creative Director, I am passionate about developing creative and effective solutions for business and brand challenges by simplifying complex strategies into engaging stories.

I am a big idea creator who collaborates with cross-functional teams, executives, and stakeholders to deliver on business, brand, and growth objectives.

I believe in creating an environment that encourages and supports personal growth, creativity, and collaboration. I strive to foster a workplace culture where everyone feels heard, valued, and empowered to contribute their unique skills and perspectives to the team.

Brand Strategy Development | Cross-Channel Optimization | Brand Reinvention | Team Leadership & Development | Creative Platform Development | Process & System Improvement | Talent Management & Culture | Visual Communications Expertise

New York, New York
Creative Director, 2022 - PRESENT

• Defining and implementing an integrated SVB master brand strategy aligned to client experience, building brand reputation, understanding, and trust in the SVB brand
• Operationalizing the brand and driving consistency, building management and enablement functions that produce consistent end-to-end brand experiences and limit brand risk
• Enabling self-service brand tools and a creative process to increase collaboration, consistency, speed, and efficiency on asset creation
• Centralizing and consolidating the campaign for greater impact, driving awareness and engagement in SVB through a holistic paid communication strategy and creative platform singularly focused on delivering business and brand goalsDefining and implementing an integrated SVB master brand strategy aligned to client experience, building brand reputation, understanding, and trust in the SVB brand
• Operationalizing the brand and driving consistency, building management and enablement functions that produce consistent end-to-end brand experiences and limit brand risk
• Enabling self-service brand tools and a creative process to increase collaboration, consistency, speed, and efficiency on asset creation
• Centralizing and consolidating the campaign for greater impact, driving awareness and engagement in SVB through a holistic paid communication strategy and creative platform singularly focused on delivering business and brand goals

New York, New York
Creative Director, 2022

• Conducted Gap analysis for discipline and practice and managed visual expression
• Conducted Gap analysis for discipline and practice and managed visual expression
• Created a document showcasing assessment findings and prioritizing solves/gaps
• Built MVP design system visual language/style guide for priority channels that became the foundation for establishing brand consistency and purpose within the client and audience experience
• Began to activate the visual expression to reflect the standards for CX and UX principles, while ensuring consistent expression across all touch-points
• Further developed the SVB style guide in a way that enabled consistent delivery of the brand in a disciplined manner
• Created custom brand "Plug & Play Assets"

New York, New York
Creative Director, 2022
• Creative Director of the experiential event BravoCon, featuring 140 Bravolebrities and 60+ live events, attracting more than 30,000 people, reimagining how Bravo engages with its audience beyond the screen.
• Designed and oversaw the creation of custom displays, social activations, live events, and brand ambassadorships that brought the Bravo brand to life, placing narrative design and storytelling at the center of every activation, decoration, and stage design.
• Strategized and developed sponsorship activations for Bud Light Seltzer, Lay’s, Pepsi, State Farm, Ulta Beauty, and Pure Leaf, tapping into the power of Bravo’s fandom.
• Created custom displays, social activations, live events, and brand ambassadorships for Chase Sapphire, Chevrolet, Hilton, Infiniti, Shark Beauty, TRESemmé, and Ulta Beauty, integrating them into the immersive fan experience.
• Curated 60 retail and talent brands for the Bravo Bazaar, delivering unique activations for the ultimate fan experience.
• The activation resulted in a strong connection and loyalty between the audience and the Bravo brand, transforming attendees from fans into their own media channels promoting all things Bravo.

New York, New York
VP Global Creative Director, 2019-2021

Oversaw 50-person content/creative team comprised of art directors, photo and video producers, copywriters, content creators, and digital designers serving 13 countries, with responsibility for creating new brand identity and rolling it out globally. Fostered culture of cross-functional collaboration, optimizing resources and streamlining roles, creating transparency and efficiencies across teams, increasing productivity, and encouraging a sense of belonging. Managed $150M marketing budget. Directed all photo and video shoots to service creative needs across all departments and territories.

• Oversaw creative teams across international markets, including the UK, ANZ, Continental Europe, and the Americas
• Directed strategy, budget, and staff for all Weight Watchers' creative and in-house marketing needs, encompassing Digital, Social, E-commerce, Email, Education Materials, OOO, and Books
• Established and managed digital metrics, KPIs, and OKRs
• Managed organic social media strategy, increasing member engagement by 3X
• Led creative partnerships with Amazon Halo, Panera, and CVS
• Built and maintained one of WW’s most diverse teams, achieving #1 status in departmental employee retention and engagement by turning around employee morale and workplace culture
• Guided the redesign of the ww.com homepage, ensuring inclusivity, clear messaging, a consistent tone of voice, and promotional/membership offers, resulting in a 17.95% increase in conversion rates
• Led the redesign and oversaw the production of Weight Watchers’ $150M consumer goods business to enhance aesthetics, accelerate growth, and transform the business to e-commerce CPG packaging, driving 2x growth in e-commerce and accelerating the adjacent business line to over $300M in revenue for over 300 products globally (across nine countries)
• Delivered enhanced creative, video, and content to support the B2B/B2B2C division, impacting recruitment marketing for over 500 clients
• Implemented an SEO strategy driving +30% YOY growth and +60% sign-up growth
• Streamlined roles, addressed talent gaps, and grew the team, saving $650K/year
• Improved communication between Brand Creative and Product Design Teams, resulting in faster quality turnaround in job creation and a high volume of content created
• Evolved, standardized, and led the global rollout of Weight Watchers' consumer-focused New Brand Identity, transitioning the company from a weight loss to a wellness focus

New York, New York
Senior Creative Director, 2017-2019

Initiated and executed omni-channel brand refresh to modernize and accommodate evolved and elevated programming slate. Led creative process from concept ideation through execution of all Bravo off-air, on-air, digital, and social initiatives. Produced integrated creative campaigns across social and digital platforms.
• Established Bravo as number one-rated network for women 25-54.
• Spearheaded NBCUniversal “Mondo” shoot to capture all content to support annual NBCUniversal upfronts; responsible for delivering $1B ad sales dollars.
• Spearheaded the strategy, brand identity and promotion across all platforms (on-air, off-air and at the event) for BravoCon, a three-day event that sold out within minutes and resulted in extensive publicity from press and NBCUniversal leadership.

New York, New York
Creative Director, 2014-2017

Managed team of ten internal creatives and more than six external creative agencies.
• Partnered with site architects to redesign bravotv.com experience to ensure consistency, promote brand engagement, and drive Bravo web-based shop sales.
• Established scalable internal systems and templates for outside agencies.
• Increased efficiency and cost control by improving creative budgeting/planning process and the creative direction of photo shoots.

New York, New York
Art Director, 2012-2014

Supervised creative process from concept ideation through execution of all Bravo off-air creative projects. Designed, produced, and managed innovative and integrated creative campaigns across all social and digital platforms, and collaborated with media agencies and internal clients and stakeholders. More than tripled annual photo shoots from eight to 30+, in collaboration with set designers, stylists, and photographers.

New York, New York - Senior Designer, 2010-2011

New York, New York - Senior Designer, 2004-2010

Milan and Rome, Italy - Producer, 2003-2004

Rome, Italy - Art Director, 2000-2003