Creative Approach

Learn as much about the dynamics of the business as possible: market conditions, macro-forces, customer needs, and evolving partner realities

Partner with senior leadership to align on goals, priorities, resources, and other internal forces

Navigate scale and complexity while managing multiple lines of business across highly matrixed organizations

Articulate and champion a transformational vision by marrying business and consumer insights with an understanding of the world—and intuitively determine what the future is ready for

Create a culture that fosters creativity by bringing the outside world in, inspiring collaboration, demanding curiosity, and empowering creative teams to take risks and be creatively courageous

Build and scale a creative organization by identifying and nurturing talent, optimizing teams for the job that need to be done

2014 to Present

Senior Director, WW Channel
Apple Inc

Apple creates products, services and experiences that lift humanity and enrich people’s lives. Apple’s Channel is the second largest (after products) touchpoint the company has with its customers and the way most people get introduced to the company. I led its complete re-imagining and re-invention to better deliver on Apple’s overall mission. 

Lead customer experience and brand expression for Apple across all indirect routes to market, spanning 265,000 points of sale, 171 countries, 6,000+ partners’ physical and digital landscapes. Drive collaboration and prioritization with ET stakeholders including Product Marketing, Industrial Design, Operations, Procurement, Training, Finance and Global Sales, including twelve global offices. Develop launch strategies and lead holistic experience design approach for purpose-built, iconic and effective branded programs, merchandising tools and marketing assets for all partners globally. Recruit, develop and retain best-in-class strategic and creative talent to design for speed, scale and quality.

Initiated and oversaw global audit, selection and on-boarding of new creative agencies to inspire fresh thinking

2009 to 2014

Vice President, Creative
Nordstrom Inc

I led the creative reinvention of Nordstrom as they transitioned into a high-end fashion specialty retailer. I helped build upon its legendary service expertise by defining, building and supporting a unique and modern creative vision and sensibility that better fit with its new designers, partners and customers. 

Responsible for the vision and execution of a designed customer experience and for Nordstrom & Nordstrom Rack. Inspired and oversaw both brands’ identity, look, tone and feel in all media and consumer touch-points. Managed creative disciplines including Image Art Direction & Styling, Design Direction, Editorial Direction & Copy, Visual Merchandising, Music & Event Design for In-Store, Online, Mobile, Catalog, Collateral and Advertising. Directly managed 650-person multi-disciplinary team, indirectly supported additional 380-person digital & social content execution and ops teams. Directly responsible for all creative agency partnerships.

Articulated and implemented a new Brand Purpose and modernized Brand Design Principles for Nordstrom’s agile, omni-channel future. Creatively repositioned and launched multiple businesses within Nordstrom (Collectors, Men’s Shop, The Wedding Suite, Beauty Spot, BP/Juniors, Kids, Savvy, TopShop/TopMan, Treasure&Bond) designed to create new relevance and increase engagement with current and future customers. Sponsored the creation of the new Fashion Office (Trend Forecasting & Fashion Direction) in order to elevate our fashion credibility in partnership with the merchant team. Created internal programs and tapped external networks to foster a culture of curiosity, elevate our talent pool and position Creative as a center of innovation.

2002 to 2009

Co-Founder, Chief Creative Officer
Project Inc

I co-founded and led a design agency specializing in building experiences for the world’s most fashionable brands. We built a multidisciplinary creative team to design experiences that helped our clients bring their creative visions to life and connect with their customers in deeper, more engaging ways. 

Whether reinventing a brand’s identity, developing a memorable and effective advertising campaign, or redefining an entire consumer experience, I have succeeded in helping numerous brands connect with their intended audiences with a strategically creative, multi-disciplinary approach. My innovative team consisted of a nimble mix of art directors, brand strategists, architects, industrial designers, copywriters, web developers, producers and account directors, tailored to deliver exceptional creative solutions to our clients’ complex business problems. As co-owner of my own business, I wore many hats, including talent staffing, establishing client relationships and long-view financial planning in addition to my core focus of leading brand strategy, creative direction and new business development.

1998 to 2001

Creative Director
Consultant

I co-founded and led a design agency specializing in building experiences for the world’s most fashionable brands. We built a multidisciplinary creative team to design experiences that helped our clients bring their creative visions to life and connect with their customers in deeper, more engaging ways.