Great work is equal parts clarity & craft.
Approach
As a Creative Director and Experience Strategist, my role is to edit what’s unnecessary, amplify what matters, and guide teams toward work that’s both creatively ambitious and commercially effective. I thrive in collaborative environments, surrounded by top talent, with a shared goal: deliver experiences that leave a mark.
Burger King
Loyalty Relaunch
Redesigned the mobile loyalty experience to drive enrollment and deepen brand engagement.
Led the project from UX/UI concepting through launch, working with cross-disciplinary teams to align design, messaging, and CRM infrastructure.
Impact: +32% loyalty sign-ups in the first quarter post-launch.
Carnival Corp.
Omnichannel Experience
Created an immersive VR excursion showcase as the entry point to a connected cruise journey, from pre-cruise planning to onboard engagement and post-cruise loyalty. Unified marketing, CRM, and service touchpoints across web, mobile, and in-ship screens.
Impact: Generated 800 million US brand impressions in one month and increased excursion bookings for Princess and Holland America on key routes.
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Peet's Coffee
Loyalty Reward Refresh
Revitalized the UX digital experience with updated brand storytelling, seasonal offers, and an enhanced loyalty rewards program user flow.
Directed design and content strategy to align online touchpoints with in-store moments for a cohesive customer journey.
Impact: Increased digital engagement and loyalty participation.
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Motorola
Global Product Launches + CRM
Brought a new product to market across five global regions, balancing B2B partner activation with consumer demand generation. Delivered an integrated campaign spanning broadcast, digital, retail, and experiential that reduced returns and improved retention.
Impact: Strengthened global market presence while maintaining consistent brand voice across all regions.
Aerospace
Proprietary SaaS UX/UI & AI-Driven Experience Design
Confidential Client
Led UX/UI design for proprietary SaaS platforms, enabling secure and efficient workflows across global teams. Integrated AI-driven recommendations and dynamic triggers to personalize the user experience while meeting rigorous industry standards.
Impact: Increased platform adoption and leveraged AI-driven recommendations to personalize consumer journeys and increase engagement by 22% experience.
Blaze Pizza
CRM + Mobile Ordering
Led CRM email creative strategy and redesigned mobile ordering experience across app and web. Integrated loyalty, in-store touchpoints, and app store optimization to drive repeat orders.
Impact: Increased order frequency and customer retention through a seamless digital-to-store experience.
Campaign direction
Brand storytelling at scale
High-impact national campaigns (broadcast + digital)
RFP presentation strategy & design
Vision & Direction: I shape campaigns from concept to execution, balancing clarity and craft. From broadcast spots to toolkits, I scale brand storytelling across formats. Beyond single projects, I bring creative ops discipline—building systems that enable teams to deliver consistently at the highest level.
Where I Add Value
Design & Journey: I design consumer journeys that move fluidly across digital, brand, SaaS platforms, and in-store. My approach blends UX/UI, CRM, loyalty systems, and CX frameworks with data insights. The result: scalable experiences that feel simple and human, no matter how complex the back end.
