About
Brand builder. System maker.
I'm a Senior Creative Director with nearly two decades leading brand, performance and product creative — from retail at JCPenney to agency work for Toyota and Skinny Girl, to building Loosid from the ground up.
Today I design AI-native creative systems: teams, tools and processes that make great work faster, test it smarter and scale what wins.
How I work
01
Research
Start with data and people — performance signals, audience truths, category gaps.
02
Concept
Turn insight into a platform idea with clear, repeatable creative territories.
03
AI Production
Build AI-native pipelines that make on-brand work at testing speed.
04
Testing
Run structured experiments so every asset teaches us something.
05
Scale
Roll the winners out across channels, formats and markets.
AI stack
ClaudeNano BananaChatGPTKlingHiggsfieldLovableMagnific
Career
- 2017 — PresentLoosid
- 2012 — 2017Surge Brand Partners
- 2006 — 2011JCPenney