AA▮
Brand Systems
Build distinct foundations that scale across teams, channels, and customer touchpoints.
Creative leadership that drives impact
Designing brands.
Building experiences.
Driving results.
I help companies scale through modern brand systems, high-performing digital experiences, and AI-enabled creative workflows.
RH
Brand builder.
Experience maker.
Problem solver.
⌖ Central Florida
25+ Years Experience
+46.5%Conversion Increase
-30%Production Time
3xContent Output
25+Years in Marketing
360°
Creative Leadership
20+Years Creative Leadership
About Me
Creative leadership with strategy at the core.
I bridge the gap between brand, design, technology, and business goals to create meaningful work that moves people and drives performance.
I believe creative leadership is about building teams, aligning design with business priorities, and creating experiences customers trust. My role is to remove obstacles, mentor talent, connect departments, and ensure every project delivers measurable value.
Executive Value
I turn creative ambition into clear systems, stronger teams, and business momentum.
More About My Journey →
Digital Experiences
Connect customer needs, business goals, and performance-minded design.
AI + Workflows
Create smarter operating models that increase speed, output, and creative focus.
Leadership Style
Clear direction. High trust. Shared accountability.
I lead by creating clarity around the goal, giving talented people room to do their best work, and connecting creative decisions to the outcomes executives care about. Teams know what success looks like, why the work matters, and where they have ownership.
“The strongest creative cultures balance ambition with focus—and empower people to challenge the expected.”
Set the Vision
Translate strategy into a focused creative north star that aligns executives, partners, and makers.
Build Ownership
Create trust, define decision rights, and give teams the context they need to lead—not just execute.
Raise the Standard
Use thoughtful critique, mentorship, and measurable goals to improve both the work and the people behind it.
Remove Friction
Simplify workflows, strengthen collaboration, and resolve barriers before they slow momentum or dilute quality.
Experience
A career built across brand, growth, digital, and creative operations.
Director, Creative Development
DentalPlans.com, a Henry Schein One company
2019 – Present
- Led creative direction across Marketing, Product, CRM, Sales, Development, and Executive Leadership while managing UX strategy, digital campaigns, accessibility, and brand consistency.
- Led brand evolution, website re-platforming, and multi-channel creative strategy for a national healthcare business.
- Directed day-to-day creative operations across web, lifecycle, paid media, campaigns, and executive storytelling.
Senior UX/UI Manager
DentalPlans.com, a Henry Schein One company
2014 – 2019
- Built high-performing digital experiences that supported the company’s highest-grossing campaign work.
- Led a lean team responsible for roughly 85% of creative assets across departments, channels, and business priorities.
- Connected UX, conversion strategy, and brand consistency into scalable frameworks that accelerated delivery.
Senior Graphic Web Designer
DentalPlans.com, a Henry Schein One company
2007 – 2014
- Streamlined digital purchasing flows to improve clarity, confidence, and conversion.
- Elevated site experience through stronger information design, visual hierarchy, and user-first thinking.
- Earned recognition for creative performance, collaboration, and consistent business impact.
Art Director & Brand Developer
Wash Inc.
2002 – 2022
- Developed identity systems, apparel concepts, and branded visual programs for consumer-facing clients.
- Created work connected to brands including Adidas, Coca-Cola, Hollister, and Abercrombie & Fitch.
- Balanced conceptual storytelling with production-ready execution across print, apparel, and brand expression.
Skills
Strategic vision, elevated creative, and systems built for today’s marketing landscape.
✎
Creative Direction
- • Brand vision
- • Campaign concepts
- • Executive-level storytelling
◔
Performance
- • Conversion strategy
- • Paid media creative
- • A/B testing and optimization
▦
Team Leadership
- • Mentorship
- • Cross-functional alignment
- • Scalable workflows
✓
Modern Execution
- • AI-enhanced production
- • UX/UI systems
- • Front-end fluency
AI Integration
Using AI to minimize resources and maximize output.
I use AI as a force multiplier—speeding ideation, content generation, video exploration, and production workflows so teams can create more value without inflating headcount or sacrificing quality.
Modern Creative Leadership
AI works best when guided by strong creative direction.
My approach is not about replacing creative thinking—it’s about removing unnecessary friction. I integrate AI into concepting, copy development, design iteration, quick-to-market creative, video production, presentation building, and campaign versioning so teams can move faster while staying strategically aligned and visually sharp.
The result is a more efficient model for modern marketing: fewer bottlenecks, faster experimentation, stronger output, and more time spent on the decisions that truly require senior creative judgment.
🤖
Lean Teams, Bigger Reach
Use AI to accelerate concept exploration, first-draft creative, variant development, and rapid campaign testing without sacrificing brand standards.
✦
Faster Time to Market
Integrate AI into content, video, design iteration, and presentation workflows to reduce production friction and get strong ideas into market faster.
⌘
Higher Output, Smarter Resources
Build systems where AI supports human strategy—freeing senior creatives to focus on concept, quality, direction, and measurable business impact.
Business Impact
Work that blends narrative, systems, performance, and scalable execution.
More than 25 years of creative leadership focused on building brands, leading high-performing teams, and delivering measurable business results through strategic design, digital innovation, AI-powered workflows, and marketing that connects with people and drives growth.
Gallery
Creative work shaped by strategy, innovation, and measurable outcomes
Explore a selection of projects spanning brand strategy, digital experiences, integrated campaigns, and AI-driven creative solutions. Each project reflects a thoughtful balance of creativity, collaboration, and measurable business impact.
What People Say
Words from clients, colleagues, and collaborators.
The best measure of creative leadership isn't what I say about my work—it's what the people I've collaborated with have to say about the experience and the results.
Contact
Let’s build the next great brand story.
Open to senior creative leadership opportunities spanning brand, integrated marketing, digital experience, growth strategy, and AI-enabled creative operations.