At Accenture I led brand, creative, and content strategy for some of the world's largest companies, helping Fortune 500 clients navigate digital transformation and build marketing systems that perform at scale.

I worked across Microsoft, SAP, Wells Fargo, Capital Group, Merck, Eli Lilly, Adobe, Google, Nvidia, and MARS — translating complex enterprise offerings into clear, differentiated narratives that connected with multiple stakeholders across brand, marketing, and sales.

As part of Accenture's Gen AI Continuum Group, I helped develop practical frameworks for applying generative AI to creative and content work. Not AI as a concept, but AI as a real tool integrated into campaign development, content production, and creative workflows to improve both quality and performance.

The work was about more than campaigns. It was about building systems, content architectures, creative frameworks, and production models — that could scale quality across teams, channels, and markets.

See brand work here →

Brought in to build and lead the creative and content organization for Jaguar Land Rover North America, working as part of the global team across 44 markets. The mandate was clear: modernize how two iconic brands connect with a new generation of luxury audiences.

For Land Rover, the work drove some of the best business results in the brand's history. The US reintroduction of Defender won Campaign of the Year. The "Lead By Example" campaign for Range Rover surpassed one million units sold and delivered the best Q2 on record, with a 22% sales increase. I built an Influencer and Creator Incubator that brought authentic cultural voices into the brand, expanding reach in ways traditional advertising couldn't.

For Jaguar, I created "Copy of Nothing" and "Stay Creative" — campaigns that repositioned the brand around originality and creative courage, recognized by Forbes and industry publications.

Across both brands, a next-generation social creative team delivered major performance gains across every major platform, increasing engagement, visibility, leads, and loyalty simultaneously.

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At American Express I led the global repositioning of the brand across both consumer and business audiences. The platform we built — "The Powerful Backing of American Express," expressed as "Don't Live Life Without It" and "Don't Do Business Without It" — redefined how Amex shows up in the world.

The shift was deliberate. Away from transactional messaging and toward something more human. Community, connection, 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 — which is a hard thing to pull off 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. Younger audiences came into the brand. Loyalty deepened.

See brand work here →

Ideas built to perform

Always on channels, constant testing, relentless optimization.

The system is working. Most of what it produces isn’t.

Performance doesn’t create ideas, it scales them. And most companies are feeding it work that can’t hold up under that pressure.

The work needs to be built differently. Faster, more adaptable, and strong enough to scale.

Work that performs in market. Holds attention. Drives response. Improves as it runs.

Not one campaign or one execution, but a stream of idea led work that evolves, improves, and compounds over time.

Because in a performance driven system, the advantage isn’t just optimization. It’s having something worth optimizing.