Building the strategy, teams, and storytelling behind great creative.
About
I've spent my career asking myself one question: what do creative teams need to produce their best work?
Early in my career, I thought the answer was better processes. If creative teams weren't stuck in meetings, chasing approvals, or working from vague briefs, they had more time to do what they do best. So I built production processes, improved workflows, and taught teams how to work better together.
Over time, I realized that wasn't enough.
Great creative is shaped long before anyone opens Figma, picks up a camera, or starts writing. The strategy, the brief, the business problem, and the people around the table all influence the final outcome. That's led me from creative operations to brand, content, and marketing leadership, but the goal has never really changed: creating the conditions for great creative to happen.
My CV
Over the past 17 years, I've worked across agencies and in-house teams leading brand strategy, creative development, content production, and marketing. I've built creative teams, led national rebrands, launched a branded podcast, directed documentary shoots across Europe and Asia, and built content engines designed to earn trust through human stories.
Each step in my career has taken me a little further upstream, from improving the creative process to shaping the strategy, teams, and decisions that determine the quality of the work before it's ever made.
Today I'm based in Toronto, where I help organizations build creative work that's strategically grounded, operationally sound, and genuinely worth people's attention.