I look forward to contributing in Creative Leadership, helping teams and organizations grow by implementing thoughtful solutions.
15+ years of experience in graphic design and creative leadership.
I'm a creative leader with over 15 years of experience, having grown from a graphic designer into a Creative Director and Director of Graphic Design within a fast-paced agency environment.
I've built and scaled creative teams and the systems that support them, effectively growing a department from 2 to 14 creatives within an ad agency that scaled from 7 to 80+ employees. That experience shaped how I approach leadership: balancing creative quality with structure, and efficiency with long-term scalability.
My work spans brand development, campaign systems, and full-scope marketing execution across travel and hospitality, real estate, medical, legal, nonprofit and other verticals. I lead cross-functional collaboration for creative work across design, paid media, content, and project management teams.
I actively integrate AI tools and emerging technologies into creative workflows to improve speed, exploration, and scalability, and I maintain a strong creative judgment and strategic intent behind the process.
I'm driven by building environments where creative teams do their best work, establishing workflows, aligning departments, and creating clarity across complex projects so there's more room for ideas and quality output.
Led the creative department within a growing full-service agency, scaling brand and campaign development for top-tier clients including Royal Caribbean International, Lennar, and many more.
Directed a team of 14 creatives across graphic design, video, and motion — establishing production systems, creative standards, and structured workflows that enabled consistent output across 25+ international markets.
Oversaw creative strategy, team mentorship, and cross-functional alignment with project management, paid media, and account leadership to drive full-scope campaign execution at scale.
Managed the graphic design team's daily operations and creative output while stepping into a broader creative leadership role. Balanced hands-on art direction with team development, hiring, and process improvement.
Established structured feedback loops and approval pipelines in collaboration with project management and account teams, reducing bottlenecks and improving turnaround times across high-volume campaign work.
Transitioned into a supervisory role overseeing the design team's creative quality and project prioritization. Provided art direction across brand campaigns, ensuring visual consistency and strategic alignment.
Mentored junior and mid-level designers through structured critiques and one-on-ones, building a culture of creative growth while supporting the department's expansion from 6 to 10+ team members.
Served as lead designer on flagship accounts, owning the creative direction for multi-channel campaigns spanning digital, print, social, and out-of-home. Delivered high-impact work for clients in travel, hospitality, and real estate.
Began taking on team leadership responsibilities — onboarding new designers, establishing file and asset management standards, and driving quality control across the department's growing output.
Started as an intern and grew into a full-time graphic designer within a fast-growing agency. Gained hands-on experience across brand identity, web design, print production, and digital marketing.
Built a strong foundation in multi-channel design execution, learning to work across diverse client verticals and adapt quickly to different brand voices, formats, and production requirements.
I look forward to contributing in Creative Leadership, helping teams and organizations grow by implementing thoughtful solutions.
Grew a two-person design team into a 14-person creative department spanning graphic design, video, and motion graphics. Established department structure, mentored designers through leadership, direction and the systems that sustained creative excellence at every growth stage.
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Pan-regional creative leadership across 25+ international markets. Built and directed a remote creative team spanning continents — establishing production systems, workflows, and creative standards for RCI's flagship account.
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Full brand development for an all-inclusive sanctuary on Ambergris Caye, Belize. Directed the team through brand strategy, identity, and visual systems. Launched with the philosophy "Pause. Breathe. Belong."
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Leading the full rebrand of Miami Lakes' iconic town center — 60+ shops, restaurants, and entertainment venues anchoring the community since 1983. Brand launches April 2026.
COMING SOON
LENNAR
Art directed multi-channel marketing campaigns for Lennar's Southeast Florida communities — from brand identity systems and print collateral to email campaigns and digital advertising across multiple residential developments.
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Led graphic and web design across the agency's full client roster — concept through production across digital, web, print, and social. Established design standards and quality processes at scale.
SEE CASE STUDY →End-to-end brand identity from strategy through visual systems, naming, and launch — directing teams through structure, process, and decision-making at every stage.
Leading multi-market campaigns across languages, formats, and platforms — maintaining brand integrity and creative quality at scale across international regions.
Growing and managing creative departments — from junior designers to art directors, videographers, and motion specialists. Structured mentorship across 14+ reports.
Building scalable workflows and templatized frameworks while integrating AI tools and emerging technologies to improve speed, exploration, and creative output.
This account defined what it means to scale creative leadership internationally — building the people, processes, and systems required to deliver high-quality work across markets.
As consumer behavior across Latin America and Central America shifted toward digital research and direct booking, Royal Caribbean needed to rapidly expand its direct-to-consumer marketing efforts across multiple international markets.
This required producing high volumes of localized creative — each tailored to different languages, cultural nuances, pricing strategies, and regulatory requirements — while maintaining brand consistency and speed to market.
The existing structure was not built to support this level of scale, creating the need for a more agile, system-driven approach to campaign development and execution.
Led the creative direction and production strategy for a pan-regional campaign ecosystem, focused on building a scalable framework that could support rapid growth across markets.
This included developing a unified creative system that allowed campaigns to adapt across languages, cultural contexts, and regional pricing — while maintaining brand integrity and consistency.
In parallel, established structured workflows and approval pipelines in collaboration with project management and account leadership to enable faster turnaround, reduce bottlenecks, and support ongoing campaign optimization.
Developed a templated production model that enabled efficient localization and high-volume output without sacrificing creative quality.
Key components included:
This system transformed campaign execution from a manual process into a structured, repeatable framework.
Beyond creative execution, this initiative required building and managing a distributed creative team capable of operating across time zones and markets.
This structure enabled the team to operate consistently at scale while maintaining quality and alignment.
Roar Media was a scrappy agency of seven people with a two-person design team. As the client roster grew, so did the need for a structured creative department — one that could scale output without sacrificing quality, and develop talent while serving an increasingly complex mix of brands and industries.
Built the creative department from the ground up — hiring, mentoring, and promoting designers from junior level through art director roles. Established production workflows, quality control processes, and internal review structures that could handle the growing volume without bottlenecks.
Ran monthly department meetings and learning sessions to keep the team sharp and aligned. Created a culture where creative people could grow their careers while delivering consistently excellent work across every client engagement.
These systems allowed the department to grow from 2 to 14 people without losing creative quality or operational clarity.
Department building isn't just about hiring — it's about creating an environment where creative talent thrives and develops.
Reef Haven Belize needed to shed the casual, party-centric identity of its former Margaritaville incarnation and establish itself as a premium, all-inclusive sanctuary — one that honored the natural beauty of its setting while appealing to discerning travelers seeking something more intentional than a typical resort experience.
Led the team through the full brand development process — from initial strategy and naming through identity design, visual systems, and launch materials. Served as the decision maker for approvals, refinements, and final selections at every stage.
The resulting brand was rooted in natural materials, sun-washed palettes, and the philosophy of mindful hospitality — a place designed to slow you down and reconnect you with the environment.
MainStreet Miami Lakes has been the heart of the community since 1983 — a pioneering example of walkable urban design. But after four decades, the brand needed to evolve. The identity had to honor MainStreet's legacy while reflecting its transformation into a modern local hub for dining, shopping, and entertainment.
Directing the full rebrand from strategy through execution — reimagining the visual identity, voice, and experience of a destination that means something to the people who grew up around it. This is about more than a logo refresh; it's about positioning MainStreet for the next chapter.
Brand launches April 2026. Full case study coming soon.
This project is currently in development. The full case study will be published upon brand launch.
As Roar Media's client roster expanded across industries, the agency needed a consistent creative standard — a quality bar that held whether the deliverable was a full website build, a social campaign, or a printed brochure. The design team had to be versatile, fast, and uncompromising on quality.
Established design standards, brand guidelines adherence protocols, and quality control processes that enabled consistent, high-caliber creative output at scale. Every project — regardless of size or channel — went through the same rigor.
This wasn't about imposing a single aesthetic — it was about ensuring that every client received work that reflected genuine creative thinking, polished execution, and strategic intent.
The hardest part of agency design isn't doing great work once — it's doing it every single time.
Lennar — one of the nation's largest homebuilders — needed a creative partner to develop marketing campaigns across their growing portfolio of Southeast Florida communities. Each development had its own personality, target audience, and price point, requiring distinct visual identities while maintaining Lennar's corporate brand standards.
The work spanned everything from community branding and naming to full campaign execution across print, email, digital, and environmental touchpoints — all produced at the pace of an active real estate market.
Developed distinct brand identities for individual communities while building a cohesive campaign system that scaled across Lennar's portfolio. Each community — from the urban sophistication of Urbana at Downtown Doral to the lakeside character of Palomino Lake — received tailored visual systems that reflected its unique positioning.
Designed and produced multi-channel campaigns including email blasts, digital advertising, printed brochures, floor plan packages, and event collateral. Managed the creative pipeline from concept through final production, coordinating with Lennar's corporate brand guidelines and regional marketing teams.
Each Lennar community needed its own visual identity that communicated the lifestyle promise of the development while adhering to Lennar's corporate framework.