Creative Leadership, End to End.
Creative Strategy
Every engagement starts the same way: understanding what the business is actually trying to move, not just what the creative should look like. I dig into the audience, the numbers, and the competitive landscape before a single concept gets built — the same approach that shaped a multimillion-dollar acquisition partnership with American Express at Credit Karma and a creative testing engine at Quicken that cut CPA nearly in half.
- Business & Audience Discovery
- Competitive & Performance Research
- Positioning & Messaging Strategy
- Testing Roadmap Development
Performance & Results
Creative that can't be measured is just decoration. I build the testing frameworks, reporting infrastructure, and AI-integrated systems that connect every concept to a real number — CAC, CPA, engagement, or revenue — so teams know what's working within days, not quarters.
- Creative Testing Frameworks
- CAC / CPA Optimization
- AI-Enabled Reporting & Asset Management
- Iteration & Scaling What Works
Creative Direction
I establish the creative standard and build the direction, teams, and systems that turn ambitious ideas into exceptional work. That means art direction, video, brand identity, and campaign concepts built for companies scaling their first real creative function, and for teams that already have one but need it to run better.
- Brand & Visual Identity
- Video & Campaign Concept Development
- Art Direction & Creative Review
- Team & Contractor Direction
Hands-On Design
Even while building teams and systems, I stay close to the actual work — directing shoots, building decks, writing hooks and scripts, and occasionally stepping in front of the camera myself. The best creative leadership doesn't happen from a distance.
- Concept-to-Delivery Production
- Video & On-Camera Content
- Design & Production Direction
- Vendor & Freelance Network Management