Experience

PanasonicWELL

• United States
• Wellness and Fitness Services
• 1 - 100 Employee

• Global Head of Brand, Strategy & Integration

  • Jul 2023 - Present

  PanasonicWELL is the new entity out of Panasonic, building on the successes and strategy of Yohana to create a global platform to improve the lives and everyday wellbeing of families. PanasonicWELL is the new entity out of Panasonic, building on the successes and strategy of Yohana to create a global platform to improve the lives and everyday wellbeing of families.



Pilot / Lead Through Change

• United States
• Design Services

• Founder, CEO

  • Feb 2022 - Present

  Pilot is an independent business transformation consultancy, bringing the best minds in the industry to drive progress faster than the speed of the market. We use a proprietary "inside/outside" engagement model to reduce risk, deepen engagement and deliver disruptive outcomes. Pilot is an independent business transformation consultancy, bringing the best minds in the industry to drive progress faster than the speed of the market. We use a proprietary "inside/outside" engagement model to reduce risk, deepen engagement and deliver disruptive outcomes.



Yohana

• United States
• Wellness and Fitness Services
• 100 - 200 Employee

• Global Vice President of Marketing

  • Apr 2022 - Aug 2023

  Using AI and LLMs, with talented humans in the loop, to build the next generation concierge for busy families everywhere. Responsible for all facets of marketing, including brand, growth, creative, content and communications for our US and Japan operations. This role expanded into a new role with PanasonicWELL.

• Global Vice President of Design

  • Feb 2023 - Jul 2023

  Running all facets of product design, from strategy to delivery.



Condé Nast

• United States
• Media Production
• 700 & Above Employee

• Global Head of Brand & Experience

  • Jun 2020 - Apr 2022

  Building on an amazing heritage, defining the vision and opportunity for an amazing portfolio of brands in close partnership with some of the brightest minds in the industry. Building on an amazing heritage, defining the vision and opportunity for an amazing portfolio of brands in close partnership with some of the brightest minds in the industry.



Stitch Fix

• United States
• Retail Apparel and Fashion
• 700 & Above Employee

• VP, Executive Creative Director

  • Sep 2018 - Apr 2020

  Responsible for brand and creative strategy across all global channels. Contributed to ongoing 20% Y/Y revenue growth, increases in active client count and continued business expansion across service lines and geographies. Led the creation and implementation of a comprehensive brand strategy, messaging and positioning, and a comprehensive design system, inclusive of product and marketing expressions, to bring together all of the expressions of the brand into a powerful and coherent whole. Launched the first brand advertising campaign, We See You, in the company's history, materially impacting awareness, understanding and engagement metrics. Show less



Box

• United States
• Sporting Goods Manufacturing
• 1 - 100 Employee

• Vice President, Brand

  • Aug 2016 - Apr 2018

  Defined category, positioning and messaging strategy to establish Box as the leader in Cloud Content Management. Built a comprehensive brand-to-demand campaigns model to drive lead volume and MQLs, from brand-level advertising and thought leadership through demand-level and sales enablement communications such as use cases, ebooks and digital activations. Formed and hired a net-new Content Strategy organization to drive storytelling across our full portfolio and new product launches. Built an exceptional thought leadership platform, Blueprint, and elevated our executive communications platform for all of our executive speakers. Launched Work as one, the first brand advertising campaign for the company, and used this as a platform for external and internal activations to align the global employees of Box into a unified whole. Drove a complete overhaul of BoxWorks, our annual customer event, to elevate our narrative and drive a strategic agenda of fueling awareness, knowledge and understanding of the Box portfolio and the opportunity for global digital businesses of all sizes. Show less



Sicksports

• United States
• Spectator Sports

• Co-Founder, Chief Experience Officer

  • Jan 2014 - May 2016

  Launched a seed-stage startup in the social sports space, responsible for product development, brand development, marketing strategy and content strategy. Architected a social and machine learning platform from the ground up, from high level experience design and product strategy through hiring the full engineering team to help deliver the MVP for iOS, Android and web. Built an intelligent scoring engine, allowing for the best stories from the entire world of sports to be prioritized for each user based on their tastes, preferences and behaviors as well as the overall heat in the market. Defined product roadmaps and release planning, product positioning and messaging, and every facet of in-market activation. Defined the content strategy and social media marketing strategy for growing our audience to scale, through a combination of strategic partnerships and paid acquisition. Show less



Nuance Communications

• United States
• Software Development
• 700 & Above Employee

• Vice President, Brand & Creative

  • Jul 2012 - Jan 2014

  Aligned a diverse and disconnected technology organization around a singular mission — reinventing the relationship between people and technology — to give a voice to the market leader in speech recognition and natural language processing. Crafted brand strategy and positioning in close partnership with the extended leadership team, creating a coherent strategic messaging platform for each of the major business groups and product lines. Drove a comprehensive rethink of Nuance’s digital platforms, connecting brand messaging, thought leadership and lead-generation programs across all touchpoints but most notably nuance.com. Creative strategy lead across all global executions, managing agencies and in-house design studio to drive modern and responsive digital experiences. Show less



HP

• Azerbaijan
• Online Media

• Global Creative Director, Brand Strategy and Experience Design

  • Dec 2008 - Jul 2012

  Co-lead program for brand strategy: define and activate globally a powerful, unified brand across every touchpoint. This requires partnership with global business leadership to collaboratively craft a story to define the company and shape the brand’s activation everywhere. Lead the integrated communications architecture, laddering from brand-led communication through demand-generation levels, ensuring both resonance and revenue. Resulting work has directly led to a $3.14B increase in brand value as measured by Interbrand (and a #10 Best Global Brands ranking for the first time in company history) as well as a 48% increase in brand value on the BrandZ study. Co-lead program for global brand advertising: define strategic areas of focus for brand-level communications, grounded in customer insights, business opportunities, brand health metrics and internal scorecards. Define core strategy, brief agencies and see work through to successful delivery of broadcast, digital, social and print as well as custom editorial integrations. Negotiate media and content deals to drive deeper levels of connection with key audiences. Lead agency relationships and manage all aspects of agency and production fees. Lead for global visual/voice identity system, partnering with leads across businesses and regions to successfully implement a world-class design system including design language, assets and guidelines as well as the provisioning of brand training and guidelines globally. Manage identity agency, including all program schedules, budgets and deliverables through detailed implementation. Show less



Digitas

• IT Services and IT Consulting

• VP, Group Creative Director

  • Jun 2005 - Oct 2008

  As part of the leadership team, I worked with both network creative leads and the global client relationship managers to recast the creative team in the Chicago office, and establish ourselves as fully capable of taking on lead agency relationships. I led campaign and advertising strategy, digital activation and social content programming for select global relationships and digital innovation programs and strategy for all of our accounts. • Pitched a steady stream of new business, winning relationships that drove 25% year-over-year growth of the Chicago office. Key wins included the digital agency of record relationship for Miller Brewing Company, the lead agency of record for Nokia USA, the digital/lead agency of record for Whirlpool’s premium businesses, and our global digital engagement for Manpower, Inc. • Formed two innovation teams — our interaction design practice, and our Creative Technology Powerhouse — both of which are about bringing diverse talents from creative, technology and planning together to fuel insight-driven innovation while modernizing the agency’s engagement model. As part of this, pushed creative and media closer together – “creadia” – through evolutions to work processes, program development and client engagements. • Nurtured an idea-driven culture by creating training programs and workshops for new employees, guiding teams to work collaboratively across capabilities and break away from traditional, siloed processes. Show less



Publicis Dialog

• Advertising Services
• 100 - 200 Employee

• Interactive Creative Director

  • Nov 2002 - Jul 2003

  * Responsible for all interactive advertising, relationship marketing and site development for B2B and B2C clients, including Microsoft Business Solutions, Hewlett-Packard and Nestlé Foods * Developed an online/offline segmentation framework to deliver targeted brand and customer relationship programs that shortened sales cycles and increased loyalty * As a member of the executive team, contributed to new business, agency strategy and operations * Responsible for all interactive advertising, relationship marketing and site development for B2B and B2C clients, including Microsoft Business Solutions, Hewlett-Packard and Nestlé Foods * Developed an online/offline segmentation framework to deliver targeted brand and customer relationship programs that shortened sales cycles and increased loyalty * As a member of the executive team, contributed to new business, agency strategy and operations



NextCard, Inc.

• United States
• Software Development

• VP, Creative Director

  • Jul 2001 - Mar 2002

  * Member of the brand management group, responsible for brand architecture and articulating the NextCard corporate and product brands to investors, customers and prospects * Developed advertising and relationship marketing campaign strategy for all product lines * Responsible for all customer-facing web platforms, from customer acquisition to customer service and loyalty * Member of the brand management group, responsible for brand architecture and articulating the NextCard corporate and product brands to investors, customers and prospects * Developed advertising and relationship marketing campaign strategy for all product lines * Responsible for all customer-facing web platforms, from customer acquisition to customer service and loyalty



Foote Cone & Belding

• United States
• Advertising Services
• 1 - 100 Employee

• VP, Executive Producer & Interactive Creative Director

  • Sep 1999 - Jun 2001

  * Created a new interactive services group as an integrated part of the agency; started from a single freelancer and grew into a profitable division within 6 months * Increased capitalized billings from $3 million to $100 million per year through new business wins including Compaq's global account, the launch of the Sega Dreamcast and games, Avaya's brand launch, all while increasing revenues from 3Com, Dockers & Slates, Taco Bell and others * Managed vendor, media and ad-serving relationships to continuously push the development of innovative, award-winning online advertising and marketing Show less



CITISCAPE

• Australia
• Manufacturing
• 1 - 100 Employee

• Partner / Owner

  • Nov 1995 - Feb 1999

  * Founding partner of an interactive publishing and services agency; bootstrapped the organization through all phases of growth, from business planning to client acquisition to execution and delivery * Developed database-driven web sites, interactive advertising and direct marketing for national client base including Hewlett-Packard, Access Health, Intel, Saturn, Amazon.com and RealAudio * Created Citi:Zen Magazine Online, a twice-weekly culture and music publication targeted at the 18-24 urban market using a proprietary content management system Show less



U.S. Coast Guard

• Armed Forces
• 700 & Above Employee

• YN3 (Reserves)

  • Dec 1992 - Apr 1996

  Intelligence analyst, from processing of collection to presentation of high-level findings. Deployed to Pohong, South Korea with US Naval Coastal Warfare Group Pacific for Operation Freedom Banner.

• YN3

  • Apr 1988 - Dec 1992

  Analyst, Pacific Area Intelligence