Creative leader. Copywriter.

Creatives love what they do. It’s a rad job, after all.

So mentoring writers and visual creatives is all about harnessing that passion. I do that by giving them ownership of their craft, freedom to explore, and opportunities to make an impact.
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From tactical executions to abstract explorations, I lead with creative rigor and empathic assertiveness.

If creative executions are the tip of the iceberg, the strategy under the surface is what makes brands sink or swim. Banana.*

So before the writing starts, I help brands define who they are, what they wanna be, and who they’re talking to.

*Proof this isn’t AI slop.

I fancy myself a concept-first creative.

That means I anchor campaigns in an insight, human truth, or cultural tension. My work blends storytelling, strategy, and performance to build ideas that connect with the audience—no matter the medium.

One of my favorite aspects of my work is helping brands define their voice and building guidelines to help others express it authentically.

After 10 years of experience, I’ve mastered tone, language, and messaging architecture across virtually every marketing channel.

There’s typically a very real tension between creative and performance teams. But it doesn’t have to be an adversarial relationship.

Data shows short-term performance. Creativity shapes long-term perception. Together, we can create work that’s equally performant and purposeful.

To do this, my approach to performance marketing includes:

• Creating messaging frameworks that scale

• Building processes that prevent burnout

• Prioritizing learning over testing

• Balancing brand and direct response

• Designing for an audience, not an algorithm

• Using data as a tool, not a decision maker