About
Creative Transformation Leader | Agency Co-Founder | Bridging Craft, Innovation & Scale
The agencies and brands that thrive in the next decade will master a hard balance:
Scaling creative output without diluting quality. With experience co-founding agencies and leading transformation initiatives, I help organizations build the capabilities, systems, and teams they need to compete and grow.
Overview
I'm a creative transformation leader with 20+ years of experience helping agencies and brands evolve for the modern marketing era. I bridge creative excellence, operational realities, and business outcomes—building practices and teams that allow creativity to scale sustainably.
My background spans award-winning creative leadership at top agencies and hands-on experience co-founding and scaling a modern agency from startup to Fortune 100 partner. That mix gives me a rare perspective: I understand what great creative work requires and how to build the operational systems that make it profitable.
Known for frameworks that integrate AI, production, and creative disciplines, I help organizations deliver faster, smarter, and more sustainable creative output while keeping craft non-negotiable.
What I do
I help agencies and brands navigate modern marketing's central challenge: delivering platform-native creative at scale without sacrificing quality or profitability.
Creative Transformation & Innovation
Evolving creative models and practices, building new operating frameworks, and embedding innovation so growth and creativity reinforce each other.
AI-Enabled Workflows & Systems
Designing repeatable pipelines (like script-to-video) that expand capability and speed while protecting craftsmanship.
Content at Scale & Platform-Native Creative
Creating content ecosystems that move audiences across channels—from awareness to conversion—without creative compromise.
Cross-Disciplinary Leadership
Aligning leaders around shared goals so strategy, creative, media, and production collaborate from the start.
Career Highlights
LERMA/ — Principal & Head of Content
Founded LERMA/ Beta, the agency's AI and technology R&D group, and built the Creative Production Group integrating creativity, technology, and collaboration. Developed a 12-hour script-to-video pipeline that expanded creative capacity without losing craft. (Ad Age Small Agency of the Year 2022 & 2023; Adweek Fastest Growing 2024.)
Trade School — Co-Founder & Head of Creative
Grew a startup into a Fortune 100 creative partner. Built the Dynamic Creative Studio—200+ campaigns and 12,000+ assets a year—proving quality and scale can coexist. Achieved 30% annual growth through systematic, audience-first creativity.
Earlier Work — 22squared | Arnold Worldwide | McKinney | BBDO
Led platform-native and integrated campaigns across retail, finance, and travel. Earned 22squared's first Cannes Lion for The Home Depot and established its first content discipline.
Recognition
My work has been recognized by Cannes Lions, Effie Awards (also served as final round judge for general market and multicultural in 2025), The One Show, Communication Arts, and Adweek Project Isaac—with career highlights including co-founding and scaling Trade School, driving transformation at LERMA/, and creating work that moves both people and business.
Approach and Philosophy
Balance matters. I create alignment between creativity, operations, and business results—the tension point where most organizations struggle.
Craft is non-negotiable. Technology should amplify human creativity, not replace it.
Modern creative work needs modern systems. Platform-native storytelling and content at scale demand structural change, not bolt-ons.
Collaboration beats silos. When creative, strategy, media, and production connect early, excellence scales naturally.
Core Capabilities
Creative Leadership & Innovation — Creative direction • Innovation frameworks • Team building • Award-winning campaign development
Modern Marketing & Production — Platform-native storytelling • Content at scale • AI-enabled workflows • Dynamic systems design
Transformation & Operations — Agency model evolution • Creative ops integration • Cross-disciplinary collaboration • Tech-enabled production innovation
