After more than 15 years in advertising, I’ve learned that good creative isn’t just about making something look or sound cool. It’s about understanding people first. What gets their attention, what earns their trust, and what actually makes them care enough to respond. That mindset has shaped the way I approach every project, whether it’s a full-scale campaign launch, a brand refresh, a social strategy, or a :30 spot that has to work hard in a very short amount of time.

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My background is rooted in copywriting, but over the years my role evolved into something much bigger. I’ve led integrated campaigns across automotive, tourism, food and beverage, banking, healthcare, entertainment, and retail brands, collaborating closely with design, digital, accounts, media, and production teams from concept to execution.

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I’ve directed shoots, pitched campaigns, managed creative workflows, mentored junior creatives, and helped shape the voice and strategy behind brands that needed more than just “content.” They needed personality, clarity, and creative that actually connected.​

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Outside of agency life, I teach Pilates and spend a lot of time convincing people that reformers aren’t medieval torture devices. Pilates has become a huge part of how I stay grounded, creative, and sane in an industry that moves fast and changes constantly. I’m also the proud owner of Tibby, a senior rescue dog who fully believes every meeting should end with snacks and a nap. Honestly, he’s not wrong.​

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I like ideas that feel sharp without trying too hard. Strategy with a point of view. Work that feels human. The kind of creative that can sell, tell a story, or make somebody stop scrolling for half a second longer than they planned to.