Hola!

I turn brands into household names and campaigns into award-winning stories. For over 18 years, I’ve built communities, sparked conversations, and delivered results for global brands—always with a healthy mix of strategy, creativity, and just enough audacity to make magic happen. Whether it’s launching a multi-market rebrand, scaling creative teams from scratch, or crafting campaigns that win Webby and Clio awards, I know how to make a brand stand out and stick.

My secret? Pairing data-driven insights with bold storytelling to create moments that resonate across every touchpoint. From high-energy video productions to scroll-stopping digital campaigns, I specialize in making brands impossible to ignore—and impossible to forget.

When I’m not on set or brainstorming the next big idea, you’ll find me biking, hiking, or chasing after my kids and dogs (who are much faster than they look).

Leading Creative @ Wish

At Wish, I didn’t just build the Creative Team—I built the creative engine that powered a global e-commerce brand to new heights. Over six transformative years, I led a team of multidisciplinary creatives to produce campaigns that turned heads, drove clicks, and delivered results. From bold brand-building efforts to high-performance direct-response content, our work spanned every touchpoint, including in-app experiences, paid and organic media, email, and e-commerce.

One of my proudest moments was spearheading Wish’s first-ever global rebrand in 2022, timed perfectly to kick off the holiday shopping season. Within three months—a timeline most would call impossible—we delivered a multi-channel campaign across 15 countries and six languages, covering TV, OOH, digital, influencer partnerships, and more. The result? 4.5 billion impressions, a 3% lift in brand favorability, and 650,000 re-installs from churned users.

But it wasn’t just about the big-picture wins. I also focused on scaling creative operations to deliver high-impact, data-driven results. For instance, I revamped our approach to product video production, scaling from 75 agency-produced videos to over 500 in-house videos weekly. Not only did this save on costs, but it also allowed us to test and optimize creative more frequently, unlocking new audiences and boosting CTRs across markets.

And when it came to partnerships, I negotiated and led high-visibility deals that put Wish on the global stage. A highlight? Securing a sponsorship with Leeds United for the 2022-2023 English Premier League season, which aligned perfectly with our brand refresh and opened the door to millions of new fans.

My time at Wish wasn’t just about delivering great campaigns—it was about building a legacy of bold ideas, innovative storytelling, and measurable success. I leave knowing the creative foundation we built will fuel the brand for years to come.

Before Wish

My career began behind the camera, fresh out of university, diving into documentary filmmaking after the festival run of my thesis film, A Moral Debt. I was fortunate to work alongside some of the industry’s most respected filmmakers—Michael Moore, Jeff Zimbalist, and Jacob Kornbluth—where 12+ hour days on set taught me the art of storytelling: capturing moments that resonate and crafting narratives that stick with an audience.

Those storytelling skills became my foundation as I transitioned from agency and freelance work to in-house roles, helping brands tell their own stories. At Cheetah Mobile, I built their first Creative Services team in the U.S., introducing their apps to Western audiences with engaging campaigns. At Dolby Labs, I produced global video campaigns that showcased their cutting-edge technologies, like Dolby Vision and Atmos, while innovating cost-efficient creative solutions.

From documentaries to commercials to global campaigns, storytelling has been my throughline—and I’ve used it to help brands connect with audiences ever since.