SIMPLE IS GOOD
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I’m a Creative Director with over 15 years of experience helping brands turn complexity into clarity by transforming strategy into stories that connect emotionally and perform for business. My work spans finance, tech, and consumer brands, including Citibank, IBM, and Procter & Gamble.
At Razorfish, I reimagined how Citibank shows up for its customers — leading the repositioning of its credit card portfolio and driving a 5% lift in applications while generating $2M in new revenue. I also co-led, with Publicis New York, the launch of Citibank’s Custom Cash Card — an omnichannel campaign with a simple and powerful message that celebrated individuality.
“Creativity earns its place when it brings clarity—to brands, to teams, and to the people they serve.”
At Somnio, I led creative for IBM, bringing human warmth to B2B by turning technical ideas into engaging stories through campaigns like the CIO Disruptors graphic novel series. Earlier at Grey, I helped shape Procter & Gamble’s World Cup campaign for Latin America — a culturally charged, insight-driven initiative that earned 38 million video views and 7 million impressions across multiple markets. My roots at Latinworks taught me how to translate cultural nuance into universal storytelling for brands like Burger King, ESPN, and US Cellular.
Across every role, my focus has been the same: to create work that functions for our clients’ goals and resonates with their audiences. I believe the best ideas live at the intersection of logic and emotion — where empathy becomes strategy, and creativity builds meaning that lasts. That intersection is where I’ve built my career.