Executive Creative Director, North America (2019-2022)

Creative Lead for Land Rover in North America + Member of the Global Team. Delivering all creative expertise, brand strategy, 360 ideation, branded content and Influencer/ Creator Collaboration and activations. Globally in 44 countries. Reinvented all brands as a House of Brands defining “Modern luxury worldwide” and then differentiated then by specific brand and localized them for specific markets. 

• Led Land Rover (Range Rover, Defender, Discovery) global creative efforts, executing marketing strategy and creative driving highest double-digit sales growth EVER.

• Developed and executed Defender’s U.S. reintroduction campaign, winning Campaign of the Year.

• Built an Influencer & Creator Incubator, successfully integrating cultural voices to expand audience reach and brand authenticity.

• Led a pioneering Land Rover social-first creative team resulting in exponential performance improvements on X, Meta, IG, TT, YT, LI, PIN platforms.

• Created the 'Lead By Example' campaign for Range Rover, surpassing one million units sold and the best Q2 on record

• Enhanced consumer engagement, product visibility, lead generation and customer loyalty.

Lead By Example

Created and led the award-winning “Lead By Example” campaign to redefine Range Rover’s place in the modern luxury landscape. Rather than rely on traditional automotive tropes, we positioned Range Rover as a cultural icon—blending high-end lifestyle, design-forward thinking, and purposeful adventure. Through film, social, and influencer activations, we showcased individuals who embody leadership not through status, but through action and values. The campaign elevated Range Rover from premium vehicle to lifestyle symbol—reinforcing its position as a beacon of technological sophistication, sustainability, and quiet confidence. This work helped drive new relevance among luxury buyers and solidify the brand’s evolution as a global standard-bearer of modern luxury.

As we developed a beautiful and luxurious look, feel and tone, we also began to create stunts, experiences and events around the world that showed the heroic side of these vehicles. This allowed us to create amazing content for our owned, paid and shared channels which led to huge amounts of earned media and buzz. We demonstrated that in the modern world, Luxury and Elegance can coexist with adventure and daring.

We highlighted and featured both entrepreneurs and artists who lead by example in their own arena. We partnered with CFO of Footlocker, Andrew Page, Fashion Designers like Miminat Shodeinde and musician tastemakers like Aurora Anthony and so many more

We engaged innovative partnerships with other brands that Lead by Example like Virgin Galactic.

We turned a contemporary spaces like Park City’s historic Main Street into a glamorous venue for alpine entertainment. Host to après-ski cocktails, massages, wine tastings, musical performances, and other events hosted by Architectural Digest. We invited and treated all our Influencer, Creator partners and best customers to special access. Lifestyle influencers Like Patrick Janelle, Kayla Seah, and TyLynn Nguyen and more attended the events.

Tesla leads by example by changing how they interact with the customers, so we worked directly with our dealerships to change their entire approach to a Tesla model of customer centric interaction.

We developed a whole new UX and UI for the brand.

For an even deeper dive on our social channels:

https://www.instagram.com/rangerover

Embrace the Impossible

Led the “Embrace the Impossible” campaign to reintroduce Defender as the definitive modern adventure vehicle. We aligned the brand with a new generation of explorers—those who redefine limits in everyday life. By partnering with off-roaders, environmentalists, and creators embedded in the outdoor space, we expanded Defender’s rugged identity into a movement. The work emphasized authenticity, resilience, and real-world capability—amplifying Defender’s role as a trusted companion for those who live boldly. Through immersive content, strategic partnerships, and social storytelling, we reignited passion for the badge and helped usher in a new era of Defender loyalty.

A Copy of Nothing

Building a Lean, High-Velocity Content Engine

While leading creative for Jaguar in North America at Spark 44, we developed our “Copy Of Nothing” brand platform and built a Creator X Studio, a lean social and creator content engine designed to help a global luxury brand operate at the speed of culture.

Creator X Studio served as an always-on content system, coordinating our strategists, social teams, creators, influencers, and production partners to produce, adapt, and localize work in real time. The model enabled us to leverage assets from across global markets while tailoring them for North American audiences and platform-specific storytelling.

I led the operational framework, aligning brand strategy, creative direction, and performance insights so teams could move quickly without sacrificing brand integrity. Creators and influencers were integrated as true collaborators within the ecosystem rather than treated as simple distribution channels.

The studio combined rapid (and inexpensive) content production with performance-informed decision making, allowing teams to test, learn, and evolve creative in real time. The result was a scalable model that balanced global brand consistency with local cultural relevance.

Launched the “Copy of Nothing” and “Stay Creative” campaigns—celebrating creators and visionaries who embody the brand’s spirit of reinvention. The work sparked cultural relevance, fueled conversation, and drove real-world business impact—establishing Jaguar as a brand that doesn’t follow trends, it creates them.

DJ - MK

Detroit born Marc Kinchen, otherwise known as MK, is a multi-platinum selling record producer, DJ and AREA10 label founder. We collaborated with MK to curate an inspired playlist soundtrack for the launch of the new Jaguar F-PACE and to create content on our channels. It marked the start of a new an ongoing Jaguar collaboration with Sony Music’s 4th Floor Creative that aims to help showcase emerging and established talent.

Sharon Chapman, Ashley Davis, Donna Turner.

We launched “Faces of Jaguar” with Sharon Chapman, a motorcycle racer and pilot with her own following, Ashley Davis, Director and Producer and Donna Turner, Athlete and Engineer. They partnered with us to challenge gender norms on International Women’s Day. We created our #ChooseToChallenge initiative with them.

Layton Williams and Daniel Fletcher

We partnered with Layton Williams, actor, singer, dancer and musical theatre performer and Daniel Fletcher, a cutting edge, fashion maven, also known as “Harry Styles favorite designer”.

Simu Liu

Simu Liu, AKA Shang-Chi, and I worked together on coming up with a way for him to share his real, everyday life with his followers and ours. We created content that shared his life with a community that supported his creativity.

Jamie Cartwright

Human plane. Wing Suit extreme sport hero. We brought an original to an original.