I've spent 15+ years building brands — figuring out what they stand for, how they will resonate, and making sure a concept holds together across every touchpoint a customer sees.

Right now, I lead creative direction, brand strategy, and digital experience for a multi-state outdoor retailer. My experience spans building a company-wide brand platform from the ground up, launching a private-label furniture brand, and directing everything from photography standards to UX design. In a previous role, I built a national retailer's digital experience and photography direction — work that outlasted my time there and became the foundation for a brand-new market entry when the company was acquired.

Early in my design career, I found my professional purpose: advocating for the customer. I believe that brand connection is derived from building trust through a beautifully designed intuitive journey and helpful guidance along the way. That's shaped how I lead: I nurture my team members to champion their subject matter and keep the customer at the center of our focus. I combine creativity with an understanding of customers’ needs, and the results move a business forward.

I believe the best brands earn loyalty by being honest about what they are and delivering on their promises.