Areas of Expertise

Brand Strategy & Creative Direction
Brand & Design Systems
Global & Cross-Cultural Brand Building
Integrated Campaigns
Retail & Beauty Branding
Team Leadership & Mentorship

I'm a brand creative leader with over 15 years spent turning strategy into work people remember — and building the teams and systems that sustain it. I've led brand teams across retail, beauty, and global markets, and today I drive sports-marketing creative for a major brand. I'm at my best when a brand needs both a clear creative vision and the structure to scale it.

My path has been a global one. I studied design in Sydney and have since built and directed creative in Seoul, London, and San Francisco — an experience that taught me great creative isn't one-size-fits-all. As Creative Director for DHC's UK launch, I led a five-person team through a full market entry, localizing a Japanese beauty brand for a new audience. Working across a brand's US, UK, and Korea teams showed me how to keep an identity coherent while letting it flex for each market. That instinct builds systems flexible enough to travel.

At CarMax, I'm the main point of contact for our partnership work with the WNBA and NWSL — creating the brand designs myself and overseeing the partnership creative that comes from the leagues and teams to keep everything consistent and on-brand. Earlier in my career, I built loyalty and membership programs at Sephora, leading a small team to launch a new prestige tier, and I rebranded a startup on a lean studio team while cutting production costs nearly in half. Whether the work is a national sports partnership or an early-stage rebrand, my approach doesn't change: understand the audience, build the system, and see it through to work that performs.

Most of all, I believe the best creativity comes from strong collaboration and clear systems. I build the structure that lets work move faster without losing itself, and I invest in the designers and partners I work with — because creativity is strongest when everyone involved trusts each other enough to push it further.