I build brands, meaning, and the systems that carry them forward.
My work connects brand, narrative, culture, behavior, organizational change, and emerging technology.
Throughout my career, I have helped organizations define what they stand for, shape the ideas and experiences that give those beliefs meaning, and build the creative capacity to bring them into the world.
Today, that work increasingly includes helping creative organizations adopt AI, redesign workflows, and build the systems, standards, and capabilities required for responsible implementation, I help understand what AI changes and what it does not. I am interested in how new technology becomes part of real work: how teams adopt it, how workflows evolve, where human judgment must remain central, and what systems, standards, and guardrails are needed to use it responsibly.
My career has moved across global brand transformation, entertainment, technology, public health, and behavior change. The connecting thread is a belief that meaningful change requires more than a compelling idea. It requires human insight, creative conviction, clear decisions, and an organization capable of carrying the work forward.
Brand and narrative: Defining what a brand stands for and shaping the narratives, ideas, and creative expression that make it recognizable, relevant, and meaningful.
Change and behavior: Using narrative, human insight, behavior change, and design thinking to help people understand new ideas, make decisions, and move forward.
Creative organizations, AI, and systems: Leading multidisciplinary teams and shaping the structures behind ambitious work: creative standards, decision frameworks, workflows, team capabilities, governance, and responsible approaches to AI adoption.
I focus on building systems — and culture — that help people do stronger work, make better decisions, and adapt to change without losing the judgment, trust, and humanity the work depends on.