My work spans fashion, home, sporting goods, and crafts—from 360 national campaigns to social media content.

I often step into businesses when they are in transition. I help teams clarify how their brand shows up across campaigns and channels, translating insight and strategy into creative direction that audiences recognize and respond to. I’m also a systems thinker and often build the frameworks that help creative teams execute consistently at scale.

At Michaels, I led the development of more than 20 multi-channel campaigns in under two years, setting conceptual and visual direction adopted by marketing and merchandising teams. At JCPenney, I led the rebrand of three private labels and built 200-page seasonal toolkits that unified execution for high-volume campaign teams. Earlier in my career, I built a data-informed social content strategy from the ground up at Academy Sports + Outdoors and translated brand strategy into scalable identity systems at Six Foot Agency.

Today I partner with leaders and teams who want to build something that lasts — and are committed to the craft it takes to make a brand that truly moves people.