Based on a true story.
I started in advertising 2012 when many companies were starting their digital transformation journey. Top traditional ad-spend was just beginning to transition with digital as digital-first replaced the idea that only traditional forms of media could reach audiences. Still, it was a weird time. Clients still paid little attention (and money) to digital, but had major expectations — and demanded more accurate ROI..
Times have radically changed. Consumers have shifted almost entirely online and it’s now the new marketplace. Advertising on traditional platforms has diminished and ad-spend is finding a new home in digital streaming.
We’ve introduced new algorithms, ML and now, AI. Technology is both cheap and expensive and unironically becoming both more and less accessible. Web, social, and streaming have fundamentally shifted the industrial and digital landscapes.
I enjoy both advertising, design services & digital product and technology industries. It’s the perfect nexus of my interests. I do have a strong bias and love for research, strategy, and design.
I’ve performed many roles. As a strategist, I’ve launched new branding for companies like Atlantic Station, and led research initiatives for brands like Dollywood and FRAME. As a PM, I have built large scale UX & Design programs, implemented new email programs and launched and produced new global digital products for companies like Microsoft, Good American, Virginia Museum of Fine Arts, Fanatics and others.
Awards & Recognitions
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Awarded for the launch of Diversity in Design. Link.
Agency: Work & Co.
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Dor the design and launch of Goodamerican.com in 2023. Link
Agency: Work & Co
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Awarded POSSIBLE’s MVP, most-valuable-player, award for general excellence and overall performance.
For me, the transition between ad and product is natural - and simple:
When building products: ask users what they want.
When building campaigns, ask your audience what they want.
Some notable achievements:
I have built and managed large programs over 25+ members for Microsoft Surface and POSSIBLE / Wunderman Thompson (now VML), growing a small production account into a $6.5m UX, Design & Experimentation program
I have managed major research projects for companies like Amazon Prime, Salesforce, and Atlantic Station working with teams of researchers, strategists and designers to produce next-generation concepts and CX. You can find examples of my work in the real world.
I have executed global product launch campaigns and managed global web production for Microsoft Edge, and Surface producing digital experiences in ~43+ global markets, optimizing web platforms and managing major CMS and platform migrations
Launched award-winning digital products for companies like FRAME, Good American and Eco, generating positive press and awards for partner agencies,. Personally awarded agency MVP award for excellence by POSSIBLE Worldwide, a previous agency home
I have directed teams to concept, design and produce reimagined digital platforms for brands like Harley-Davidson, the Virginia Museum of Fine Arts, Fanatics and others using analytics, research, design and technology. Early exploration of AI (especially generative-AI) at companies like WundermanThompson and Punchcut.
I produce good work that scales.
In my personal life, I’m a lover of art & culture, all things culinary, music, fitness, good literature, black-cult classics in film, superhero (and villain) movies and better conversation.
I prefer red, not white wine.
And I have a dashing sense of humor.
My working style.
My working style has flexed over the years and my overall approach will change depending on the project, the scope and team needs. I do prefer a more dynamic leadership style and use a mixture of styles to deliver the best work. I do believe it’s important to lead from the front and set the tone. I also believe active collaboration produces the best results.
Across my portfolio of work, I maintain these three foundational principles to my approach.
Challenge standard thinking patterns.
Be ready: I will ask questions.
I will challenge ideas and standard thinking patterns and existing processes. If something doesn’t work, I will question it.
Innovate.
I’m here to innovate. I naturally look to improve systems, processes, and ideas.
As human beings, we have the unique ability and capacity to directly influence and improve our way of life. This should translate to our work.
Keep it simple.
Pretense bothers me. I consider it a distraction and mostly a waste of time. Let’s enjoy working together. I advocate kind and direct communication.
FAQs
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I’ve used a range of programs in my experience. Intermediate to advanced with most Microsoft Office programs and applications (Word, Excel, Powerpoint, Teams) and Google products (Drive, Docs, Sheets, Slides, Meet). productivity and communication programs such as Slack, Asana, Basecamp, Roadmap, JIRA. I regularly work in Figma, Adobe Photoshop, Protopie and other design and prototyping programs. I’ve used Merlin, Smartsheets and Excel for roadmapping and sprint planning.
For usertesting, I prefer user-testing.com, but I am also familiar with Hotjar and have used combinations of other services (e.g. userinterviews.com, Lookback, Zoom) to accomplish the same goal(s).
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Fundamentally, I have a love for research and I naturally enjoy figuring out how to execute ideas. Strategic thinking comes naturally to me. I prefer any role that allows me to bring that skillset front and center. I think there’s some combination, venn diagram of these roles where you’d find me at the happy center.
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I have been client-facing since the very start of my career at Ogilvy & Mather. I like to partner closely with my clients. In fact - I still keep in contact with many of my former client partners.
My style is kind, direct, effective and clarifying. My clients trust me because I embrace ambiguity and push for clarity in every aspect of my work. They know I produce good work for them and keep their best interest at heart. It’s important to me that I be a good steward of my clients finances and manage their budgets with care, doing what’s in the best interest of the business, the product and the end-user.
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I’ve worked with teams across the globe. Though I’m based in Los Angeles, my teams have been located across the world in Los Angeles, San Francisco, Seattle, New York, Atlanta, São Paulo, Rio de Janeiro, Paris, Belgrade, Copenhagen, India, and Paris.
I’ve worked both remotely and in-office. That said, I do try to keep the projects I choose within the next 2 time zones maximum.
Lets work together.
I love taking on new exciting projects.