Where I’ve been.
I bring a multidisciplinary perspective to brand and creative leadership, grounded in deep experience across design, business strategy, and organizational direction. I began my career as a designer focused on craft and concept. Over time, that foundation expanded into building brand systems, guiding creative teams and aligning design with broader organizational goals. Today, my work centers on three interconnected competencies: Brand Architecture, Creative Direction and Strategic Alignment.
Brand Architecture
Creating the structure and systems that allow a brand to function clearly and consistently at scale.
Creative Direction
Defining and guiding visual direction so that expression remains compelling, cohesive and durable.
Strategic Alignment
Connecting brand and creative to business objectives, user insight and organizational goals.
Brand.
Architecture / Governance
My early work at Computer Sources immersed me in high-volume creative production. Each month, I concepted, wrote and designed dozens of client advertisements, translating marketing objectives into clear visual stories. When I was promoted to Junior Art Director and relocated to Belgium to help establish the company’s European edition, I gained a new perspective on brand consistency. Working across cultures and markets revealed how fragile identity can be without shared systems and disciplined execution.
That lesson stayed with me.
At Practice Builders, I refined my understanding of healthcare branding across national campaigns. Later, as an independent consultant, I became responsible not just for creative output but for the integrity of entire brand ecosystems, building visual identities and scalable assets that could grow with the client.
Brand architecture became central to my role at Alliance Healthcare Services. The organization operated across three divisions with separate logos, separate marketing teams and inconsistent visual standards. I created and managed a unified monolithic brand architecture, developing a new identity system, comprehensive guidelines, shared templates, a website redesign, campaign frameworks, environmental signage and internal standards adopted across hundreds of local offices. The work required executive alignment, political navigation and governance thinking to ensure consistency across every consumer touchpoint.
Through each stage, my view of brand evolved from expression to infrastructure.
Creative.
Direction / Execution
Creative direction has been the through line of my career. From my earliest roles concepting advertisements to leading integrated healthcare campaigns, I have consistently worked to shape and guide visual direction. At Practice Builders, I led creative development for medical practices across the U.S. and Canada, balancing emotional resonance with clarity and compliance.
As a business owner, I hired and directed freelance designers, illustrators and photographers, protecting brand integrity while adapting expression to new challenges. At Alliance, I formally led a hybrid in-house and contract creative team spanning design, web and multimedia disciplines. I not only managed brand direction I created it, setting the visual tone and ensuring it remained cohesive across platforms.
When I launched my own design and marketing consultancy, that integration became my signature approach. Clients relied on me not only for high-quality creative execution but also for brand strategy. My ability to balance creative vision with strategic brand development led to rapid client growth and consistent retention.
At LAD, I continue to guide campaign development for major healthcare and pharmaceutical organizations including Hoag Hospital, Providence St. Jude, PIH Health and Takeda. Working within regulated environments, I collaborate with cross-functional and international teams to ensure creative work satisfies compliance standards while remaining human-centered and visually strong.
Over time, my relationship to creative direction has matured. I still value concept and craft deeply, but I now find equal fulfillment in stewardship, ensuring that strong ideas hold together across complexity and scale.
Strategy.
Alignment / Data-Driven
My interest in strategic alignment developed alongside my creative growth. Early client collaboration revealed how easily creative can drift without clear business grounding. My time working internationally reinforced the importance of audience understanding and market context.
After returning to the U.S., I pursued an MBA in Marketing to deepen my understanding of business strategy and organizational growth. While completing my degree, I led a new product development task force at Practice Builders, implementing structured systems for idea generation and ROI evaluation that resulted in two successful launches within three months.
At Alliance Healthcare Services, my role expanded into hybrid creative and strategic leadership. I collaborated with executive stakeholders on business planning initiatives, aligned brand direction with acquisition strategy, and led digital optimization efforts, including a website redesign informed by UX principles and user testing that achieved #1 organic search ranking for a key landing page.
In pharmaceutical work at LAD, strategic alignment takes on additional complexity. Co-leading a website redesign within strict government regulations required integrating user interview insights, prototype testing feedback, compliance standards and stakeholder expectations into a single cohesive solution.
Across roles and industries, I have found myself increasingly drawn to this connective work, aligning teams, clarifying direction, and ensuring that creative energy moves in service of shared goals.
