Human Insight. Brand Strategy. Creative Leadership.
I believe meaningful brands and experiences begin by uncovering authentic identity, then distilling its essence into something people understand, trust, and remember.
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How I Work
My work begins with empathy, curiosity, and human understanding. I partner with founders, leaders, and organizations to uncover authentic identity, clarify purpose and positioning, and translate that clarity into strategies, stories, experiences, and systems that inspire alignment and meaningful connection.
For more than 20 years, I've helped organizations navigate periods of growth, transformation, and change by bringing clarity to who they are, what they stand for, and how they create value in the world.
From shaping innovation initiatives within Hallmark's Corporate Innovation Group to co-founding ULAH—an award-winning lifestyle brand built around community, storytelling, and experience—I've found that the strongest brands aren't created by trying to become something they're not. They emerge by uncovering what is already authentic, distilling it to its essence, and expressing it consistently across every touchpoint.
Full Résumé:
S E L E C T E D E X P E R I E N C E S
ULAH: Building a Brand from the Ground Up
Turning Vision into a Lifestyle Brand
ULAH began with a simple observation: men weren't looking for another store — they were looking for a place that reflected who they were and how they wanted to live. That insight became the foundation for a lifestyle brand that blended retail, interiors, fragrance, music, and hospitality into a cohesive experience.
As Co-Founder and Creative Director, I led the brand strategy, creative direction, customer experience, and visual identity, ensuring every touchpoint expressed the same values, story, and sense of place.
The result was an award-winning lifestyle brand that generated more than $14 million in sales, earned national recognition through Netflix's Queer Eye and HBO Max's Second Chance Stage, and built a loyal community around authenticity, connection, and thoughtful design.
Joiner Project: Designing a Home That Feels Both Refined and Lived In
Balancing Hospitality, Comfort, and Modern Living
The Joiner project began with a simple goal: create a home that felt elevated without feeling precious. Working closely with the homeowners, I translated their lifestyle, values, and aspirations into a cohesive design that balanced beauty, comfort, and everyday livability.
The result was a thoughtfully curated home where architecture, furnishings, materials, and detail work came together to create spaces that feel warm, welcoming, and authentically lived in.
Hallmark: Extending a Legacy Through Storytelling
Where Human Insight Became Business Strategy
At Hallmark, I learned that the most meaningful innovation doesn't begin with products—it begins with people. Working within the Corporate Innovation Group, I helped translate consumer insight into brand strategies, partnership initiatives, and storytelling that strengthened emotional connection while supporting long-term business objectives.
My work spanned licensed partnerships with brands and personalities including Sarah Jessica Parker, Product(RED), LIVESTRONG, Target, CVS, Walgreens, and Barnes & Noble, as well as customer engagement initiatives for organizations such as Purina, Nestlé, State Farm, and Wells Fargo.
What I valued most wasn't simply launching new programs—it was discovering the human insights that gave those programs meaning and helping teams express them in ways that felt authentic, relevant, and enduring.
IVRIE: Reimagining the Salon Experience
Building a Brand Around Care, Belonging, and Growth
IVRIE began by listening to the aspirations of its founder, the experiences of its stylists, and the needs of the clients it hoped to serve. What emerged was a vision for something more than a traditional salon: a place where care, belonging, personal growth, and healthy hair could exist together.
Working closely with the founder, I helped translate that vision into a cohesive brand strategy spanning positioning, messaging, customer experience, spatial design, and team culture — creating alignment from the inside out.
The result is a brand built around genuine care, intentional experience, and a shared sense of purpose that supports both the people who work there and the people they serve.
Modern Home Renovation: Reimagining a Luxury Brand
Aligning Brand, Craftsmanship, and Client Experience
Modern Home Renovation had built a reputation for exceptional craftsmanship. My role was to help ensure the brand experience reflected the same level of quality, care, and attention to detail that clients received throughout the renovation process.
As Vice President of Brand & Marketing, I helped align the company's identity across its showroom, digital presence, customer journey, and communications while co-leading the development of a new luxury bath program. The goal wasn't simply to refresh the brand — it was to create a more cohesive experience from the first impression to the final walkthrough.
The result was a clearer brand, a stronger client experience, and a more unified expression of the company's values across every customer touchpoint.
The Cordish Companies: Creating Bold Hospitality Concepts
Blue-Sky Thinking for Nightlife Brands
Partnering with Cordish, I developed forward-looking hospitality concepts that blended brand strategy, guest journey mapping, and immersive storytelling. These initiatives explored how nightlife and entertainment environments could operate as cohesive cultural platforms — not simply venues.
How I Can Help
Strategic Clarity
Defining brand positioning, narrative architecture, and growth priorities that align creative direction with business objectives.
Experience & Product Direction
Translating brand strategy into retail environments, product systems, and customer journeys that strengthen differentiation and loyalty.
Brand Evolution
Building and evolving identity systems, governance frameworks, and storytelling platforms that scale across product, digital, and physical environments.
Executive Consulting
Partnering with founders and leadership teams to diagnose challenges, align stakeholders, and unlock scalable creative opportunities.
Creative Leadership
Setting vision, mentoring teams, and directing integrated campaigns that balance emotional resonance with measurable performance.
Let’s build work that matters.
Ready to Create Something Meaningful?
Whether you’re hiring for a leadership role or seeking strategic creative partnership, I’m open to conversations that move brands forward.
