Startup speed.

Brand discipline.

Every brand has to move like a startup now, learning faster, focusing sharper, wasting less, and staying closer to the customer.

I help companies do that without losing the big ideas and creative judgment that makes brands matter.

The work combines startup-style urgency with brand safe discipline, helping teams sharpen positioning, build launch platforms, create smarter content systems, test faster, and develop ideas strong enough to earn attention, perform in market and scale.

At American Express, I helped lead the global repositioning of the brand across both consumer and business audiences. The platform we built, “The Powerful Backing of American Express,” expressed through “Don’t Live Life Without It” and “Don’t Do Business Without It,” redefined how Amex showed up in the world.

The shift was deliberate. Away from transactional messaging and toward something more human: community, connection, and cultural relevance. A brand that backs people, not just purchases.

To bring that to life, we partnered with creators and community leaders whose work genuinely reflected the brand’s values. The storytelling felt personal and expansive at the same time, a difficult balance at global scale.

The results matched the ambition. Small Business Saturday drove 104 million shoppers and $17.8 billion in single-day sales, the highest on record. A campaign with Lin-Manuel Miranda contributed to a 26% profit lift. Global campaigns generated 5.9 billion impressions while helping bring younger audiences into the brand and deepen loyalty.

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At Accenture Song I helped build one of the world’s largest tech-powered creative groups, leading and creating brand and content initiatives for enterprise clients operating at the intersection of creativity, technology, and culture. The core focus was on creating growth through relevance.

I worked across Microsoft, SAP, Coinbase, Wells Fargo, Capital Group, Merck, Eli Lilly, Adobe, and MARS, helping translate complex offerings into clearer, more differentiated narratives across brand, marketing, and sales.

As part of Accenture’s Gen AI Continuum Group, I also explored, created and built many prototypes for practical applications for generative AI across campaign development, content creation, and creative systems.

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Brought in to help build and lead the creative and content organization for Jaguar Land Rover North America at Spark44, working as part of the global team across 44 markets. The mandate was clear: evolve how two iconic brands connect with culture and a changing luxury audience. We changed a car brand into an icon of “modern luxury”. Additionally the CEO wanted to convey that we are a technology brand, not a car company. We set out to prove that the cars were like iphones capable of being stacked with software that empowered it to elevate your whole life.

For Land Rover, the work contributed to some of the strongest business results in the brand’s history. The US reintroduction of Defender “Embrace the Impossible” won Campaign of the Year. The “Lead By Example” campaign for Range Rover helped them surpass one million units sold and delivered the brand’s best Q2 on record, with a 22% sales increase. We also built an Influencer and Creator Incubator that brought more authentic cultural voices into the brand.

Created and led “Copy of Nothing” and “Stay Creative” campaigns, repositioning the brand around originality and creative courage.

Across all brands, I led a team that helped drive major gains in engagement, visibility, and audience growth across platforms.

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