PORTFOLIO

I’m a creative strategist, performance marketer and team builder that’s spent the last decade helping brands grow through my agency, Blue Light Media (acquired in 2025). My approach is at the center of culture and commerce, and blends creativity with a deep understanding of performance analytics. I use a simple framework of collaborating with data analytics teams to gather insights, using those insights to inform creative strategy, and guiding teams to help bring that strategy to life.

I built Blue Light Media from a solo-consultancy to a team of 20 creatives, marketers and account directors that worked hand in hand to make a meaningful impact on the people we worked with. And as a result, I had the opportunity to take on the roles that led each team individually, and all at once. Below are just a few examples of my body of work, and I’m looking forward to share more with you.

Bulletproof Greens | Every Day Is Game Day

Role: Creative Director
Agency: Blue Light Media
Production House: Replay Creative

Scope and Responsibilities: Developed concept and script, oversaw storyboard, location and talent scouting, production agency and run of show logistics. Led creative strategy between 2022 and 2023 for all hero and ancillary assets including photography, graphic design and influencer sourcing for OHH, social and O&O assets.

AERIS BY iROBOT | PERFORMANCE CREATIVE

Role: Creative Director, Performance Marketing
Agency: Blue Light Media
Production House: Blue Light Media

Scope and Responsibilities: Led creative strategy for all performance creative across Meta, YouTube and CTV. Oversaw creative team, performance marketing team, and client relationships.

NUTRIBULLET | PERFORMANCE CREATIVE

Role: Creative Strategy & Performance Marketing
Agency: Blue Light Media
Production House: Blue Light Media
Media Buying: Blue Light Media

Scope and Responsibilities: Developed and executed content, influencer, and paid media strategy for product launch resulting in 193% improvement in creative efficiency and 84% improvement in META ROAS.

OMALA | BRAND LAUNCH

Role: Creative Director
Agency: Blue Light Media
Production House: Blue Light Media

Scope and Responsibilities: Led creative strategy for brand launch overseeing video production, art direction, and photography for web and social.

BEANSTALK | BRAND LAUNCH

Role: Brand Strategy
Agency: Blue Light Media
Production House: Blue Light Media

Scope and Responsibilities: Oversaw brand development, copywriting, and production of all launch assets across web and social including video, photography and graphic design. Develop quarterly and monthly concepts and oversaw execution and publishing.