Design as strategy.
innovation as craft.
Design as strategy.
innovation as craft.
Design as strategy.
innovation as craft.
5.0
5.0
5.0
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5.0
5.0
5.0
Trusted by Top Brands
Trusted by Top Brands
Trusted by Top Brands
Head of Design and Digital Product leading creative teams to build scalable systems and meaningful storytelling. My work spans brand transformation, UX innovation, and cultural campaigns that drive engagement and inspire action.
Currently focused on creative innovation, design systems, AI-driven workflows and global creative strategy.
Head of Design and Digital Product leading creative teams to build scalable systems and meaningful storytelling. My work spans brand transformation, UX innovation, and cultural campaigns that drive engagement and inspire action.
Currently focused on creative innovation, design systems, AI-driven workflows and global creative strategy.
Head of Design and Digital Product leading creative teams to build scalable systems and meaningful storytelling. My work spans brand transformation, UX innovation, and cultural campaigns that drive engagement and inspire action.
Currently focused on creative innovation, design systems, AI-driven workflows and global creative strategy.
My philosophy.
my philosophy.
My philosophy.
I lead by design—balancing creativity with structure and strategy with empathy. My focus is on building frameworks that allow ideas to scale and teams to thrive.
Leadership, to me, isn’t about control; it’s about creating clarity, setting vision, and giving talented people the freedom to make great work happen.
the process.
the process.
the process.
Research
& Discovery
Research & Discovery
Research & Discovery
Analyze audience behavior, market trends, and performance data to uncover the real problems worth solving. This stage defines opportunity areas and ensures every concept is built on evidence, not assumption.
Analyze audience behavior, market trends, and performance data to uncover the real problems worth solving. This stage defines opportunity areas and ensures every concept is built on evidence, not assumption.
Strategic
Ideation
Strategic Ideation
Strategic Ideation
Transform insights into clear creative strategies that align brand, product, and business goals. Here, creative direction meets critical thinking—identifying solutions that are bold, relevant, and scalable.
Transform insights into clear creative strategies that align brand, product, and business goals. Here, creative direction meets critical thinking—identifying solutions that are bold, relevant, and scalable.
Design &
Prototyping
Design & Prototyping
Design & Prototyping
Develop modern design solutions that merge aesthetics with performance. From UX flows and UI systems to branded storytelling, this phase translates strategy into tangible, testable outcomes ready for iteration.
Develop modern design solutions that merge aesthetics with performance. From UX flows and UI systems to branded storytelling, this phase translates strategy into tangible, testable outcomes ready for iteration.
Systems &
Implementation
Systems & Implementation
Systems & Implementation
Build and operationalize design frameworks that scale—UI kits, automated workflows, and AI-driven processes that enable teams to work faster and smarter. This is where creative innovation meets technical precision.
Build and operationalize design frameworks that scale—UI kits, automated workflows, and AI-driven processes that enable teams to work faster and smarter. This is where creative innovation meets technical precision.
Optimization
& Innovation
Optimization & Innovation
Optimization & Innovation
Continuously refine based on performance metrics, user behavior, and emerging technology. The goal is progress, not perfection—pushing boundaries through iteration, automation, and experimentation.
Continuously refine based on performance metrics, user behavior, and emerging technology. The goal is progress, not perfection—pushing boundaries through iteration, automation, and experimentation.
SELECTED WORK.
Behind the canvas.
Behind
the canvas.
Behind the canvas.
A quick peek into the person behind the pixels and process.
I lead creative teams that turn complexity into clarity—building design systems, digital products, and campaigns that connect people to purpose. My career has spanned humanitarian storytelling, brand transformation, and live experiences that bring ideas to life.
Before joining the IRC, I helped shape work for Save the Children, BBDO, and Reed Exhibitions—crafting campaigns for brands like the NFL, M&M’s, and FedEx. Those early years designing immersive activations and fast-moving brand moments taught me how to balance creative energy with systems thinking, a balance I still bring to every project today.
When I’m not immersed in design systems or campaign planning, you’ll find me exploring coastal trails with my dogs or stitching new stories through embroidery and art.
I lead creative teams that turn complexity into clarity—building design systems, digital products, and campaigns that connect people to purpose. My career has spanned humanitarian storytelling, brand transformation, and live experiences that bring ideas to life.
Before joining the IRC, I helped shape work for Save the Children, BBDO, and Reed Exhibitions—crafting campaigns for brands like the NFL, M&M’s, and FedEx. Those early years designing immersive activations and fast-moving brand moments taught me how to balance creative energy with systems thinking, a balance I still bring to every project today.
When I’m not immersed in design systems or campaign planning, you’ll find me exploring coastal trails with my dogs or stitching new stories through embroidery and art.
Nomad
Nomad
Nomad
Embroidery is a past time
Embroidery is a past time
Embroidery is a past time
Hi, it's me :)
Hi, it's me :)
Hi, it's me :)
