I'm a global creative director who specializes in turning fandom into global business growth, working across entertainment, toy, lifestyle, apparel, and music brands. Most recently Global Creative Director at Mattel, where Hot Wheels consumer products saw strong double-digit revenue growth year-over-year from 2023 to 2025, an increase I helped drive by shifting the brand's creative vision in lifestyle products and experiences toward true brand storytelling.
Much of what I build isn't visible in a single campaign, it's the design systems, trend-forward style guides, and brand standard frameworks that let a brand stay consistent across dozens of licensees and regional teams worldwide, spanning softlines, hardlines, consumables, packaging, retail, and digital, without flattening into something generic.
I lead hands-on, with a coach-and-mentor mindset. That approach carried through 9 years at Live Nation, where I went from Graphic Designer to Executive Director of creative, working with 75+ artists on everything from tour merch to DTC to licensing assets.
Entertainment, fashion, music, different aisles, same instinct: people don't just want to watch or listen, they want to wear it, carry it, live inside it.