I learned most of what I know about brand transformation from the cello: structure creates trust, rhythm builds connection.
Now, as Executive Creative Director for the Kellogg School of Management at Northwestern University, I lead a multidisciplinary studio responsible for driving enrollment growth, alumni engagement and brand reputation across paid, owned and shared channels. My work focuses on building systems and stories that make great creative inevitable.
Before Kellogg, I learned the craft from the inside out. I began as a content producer for Divine Interventures, JAMtv Networks, and RollingStone.com, then as a researcher and writer at Digitas and Razorfish, shaping perception through copywriting. That early obsession with words evolved into strategy and eventually led me to conduct the entire brand and creative “orchestra.”
I’ve helped recalibrate brand strategies for nonprofits such as the Canadian Cancer Society, Berkwood Hedge School and the San Francisco Opera, developing a new score of creative expression rooted in empathy and clarity. With Intuit QuickBooks, Shutterfly and Google Cloud, I’ve stepped in as a “guest soloist,” aligning brand, content and creative strategy to help internal teams find a more resonant sound.
The through line in every transformation is the same: finding the structure that frees creativity.
- At Lunchables, that meant reinventing a childhood favorite with a product line extension and the brand’s largest cause-related campaign. Anchored by OOH in New York, Los Angeles and Chicago, it featured a Times Square takeover, interactive digital storefronts, a mobile tour and a social drive that turned photos into real donations.
- At Onset Ventures, that meant redefining what private equity could sound like. In an industry driven by numbers, I helped build a brand that led with humanity. “The Unformula” became the narrative anchor, trading metrics for meaning and celebrating the one thing Onset offers every founder: steadfast, thoughtful support. The rebrand reintroduced Onset not as a firm but as a partner, grounded, present and built to last.
- At Eventbrite, transformation meant helping to build the brand’s first global campaign and redefining it from a ticketing platform into a cultural connector. We went hyperlocal with global ambition, claiming cities as cultural conversations rather than media markets. From murals in Atlanta to digital boards in Brooklyn, subway takeovers and an influencer challenge rooted in local flavor, “Made for Those Who Do” turned community into conversion.
Acquisition. Engagement. Reputation. In the end, I believe we don’t get to great creative through magic, but through great infrastructure.