EXPERIENCE
Auntie Anne’s | GOTO FOODS
Creative Director
June 2022 – Present
As the lead creative force behind Auntie Anne’s, we reimagined the brand’s identity for a new generation—ushering in its first major rebrand in three decades. The rebrand didn’t just refresh visuals; it redefined perception, positioning the brand as culturally relevant, emotionally resonant, and globally scalable.
Brand Transformation: Led the complete overhaul of Auntie Anne’s visual identity, packaging, uniforms, and store design—modernizing the brand while honoring its heritage.
Strategic Growth: Played a pivotal role in driving system-wide growth across domestic, international, co-brand, and retail channels.
Creative Leadership: Built and nurtured a multidisciplinary team of art directors, writers, designers, and freelancers, fostering a culture of bold thinking and accountability.
Operational Excellence: Developed scalable creative systems and processes that streamlined workflows, improved output quality, and reduced turnaround times.
Business Impact: Contributed to record-breaking performance metrics—surpassing EBITA targets and leading GoTo Foods in financial success.
Campaign Innovation: Conceptualized and executed high-impact campaigns that blended emotional storytelling with data-driven strategy.
freelance
Creative Director
March 2017 – May 2022
Operated as a creative mercenary—parachuting into brands and agencies to solve complex challenges with breakthrough ideas. My freelance tenure was marked by versatility, strategic clarity, and a relentless focus on results.
Cross-Industry Expertise: Delivered creative solutions for tech, retail, automotive, and financial services clients, adapting tone and strategy to each brand’s DNA.
Hands-On Execution: Balanced leadership with craft—writing, art directing, and producing work that was both beautiful and effective.
Strategic Collaboration: Partnered with CMOs, brand strategists, and internal teams to translate business goals into compelling creative platforms.
Notable Wins: Helped launch new product lines, rebrand legacy businesses, and drive measurable ROI through integrated campaigns.
Brand Experience: Hewlett Packard, Walmart, Honda, Hertz, USAA, Big Lots, Omnicom Group, Publicis
Springbox
Associate Creative Director
August 2015 – February 2017
As the knowledge holder and lead creative for clients’ brands, I ensured every creative solution drove towards the desired business goals. I worked closely with all departments to create holistic plans for established brands and new business opportunities.
Led strategy for a range of clients, working with other departments to create holistic plans that exceeded business goals.
Launched and led the video content production capability and team at Springbox, including post-production.
Grew capabilities in creative strategy, brand positioning, brand storytelling, content marketing, brand identity, integrated campaign activation, social marketing, email marketing, video, and photography.
Influenced web design principles including information architecture, user experience, usability, accessibility, site mapping, and prototyping
Brand Experience: Nestlé, Poland Springs, Ozarka, Tradewinds Tea, Sweet Leaf Tea, YETI, Nitsche, Dell, Honda Powersports, Paypal
Hothouse Inc.
Associate Creative Director
April 2013 – July 2015
Thrived in the entertainment space, crafting campaigns that turned viewers into superfans. Helped shape the cultural footprint of some of TV’s biggest franchises.
Entertainment Branding: Led creative for HBO, AMC, Showtime, and more, developing campaigns that captured the emotional core of each show.
Team Leadership: Directed writers, designers, and developers to produce immersive, fan-driven experiences.
Innovative Media Use: Pushed boundaries with interactive content, experiential activations, and digital storytelling.
Brand Experience: HBO Game of Thrones, The Walking Dead, True Blood, Top Chef, Fox Sports, ESPN
Sagepath Inc.
Creative Director
February 2011 – March 2013
Helped redefine Sagepath’s creative identity, doubling the agency’s size and elevating its reputation through award-winning work.
Agency Rebrand: Spearheaded the agency’s own brand transformation, aligning its creative output with a more strategic, results-driven ethos.
Team Development: Built and mentored a high-performing creative department, instilling a culture of excellence and innovation.
Fortune 500 Impact: Delivered campaigns that drove engagement and loyalty for household brands.
Brand Experience: Coca-Cola, Home Depot, AT&T, Intel, NAPA Auto Parts
Worldways Social Marketing
Creative Director
April 2007 – February 2011
Fused creativity with purpose, developing campaigns that made a measurable impact on public health and social equity.
Mission-Driven Marketing: Created campaigns that reduced childhood obesity, expanded healthcare access, and addressed global hunger.
Social Strategy: Merged traditional branding with social marketing principles to drive behavior change.
Creative Direction: Led all aspects of creative development, from concept to execution, across print, digital, and broadcast.
Brand Experience:
Boston Medical Center, Freedom From Hunger, Robert Wood Johnson Foundation, Nemours Children’s Health System, The Iowa Initiative, The City of Thornton
EDUCATION
HOCKING COLLEGE
AA, Cinematography & Video Production, Magna Cum Laude
International Academy of Design
BA, Advertising & Design, Summa Cum Laude
skills & Tools
Brand Strategy & Development
Integrated Campaigns
Creative Team Leadership
Digital & Social Content
Experiential Marketing
Video Production & Post
Adobe Creative Suite: Illustrator, Photoshop, InDesign, Premiere Pro
Generative AI: Chat GPT, Copilot, Gemini, VEO3
Figma, Work Front, Wrike, Basecamp, Slack, Microsoft Suite, Google Workspace
UX/UI Collaboration
Performance Metrics & ROI Analysis
Creative accolades
National Gold Addy Award, Guerrilla Marketing, AAF | Amy Award Winner, Best B2C Marketing Campaign, AMA | Multiple Telly Awards, Webby Awards, Addy Awards (including Best in Show), International Design Award (BDA), MarCom Gold Award, W3 Award, Davey Award, FWA Awards