Creative leader and strategic partner with deep expertise in brand transformation, storytelling, marketing, and new business growth at a global scale. Proven track record building teams, leading go-to-market strategies, and delivering performance-driven campaigns with measurable impact. Extensive experience on both the brand and agency sides, crafting integrated, social-first content strategies, award-winning work, earned media, content generation, creator/influencer partnerships, brand and product design, and AI-powered creative solutions.

Currently leading Royal Caribbean Group’s global brand launch, driving a 360° strategy and creative across digital, paid/organic social, CTV, media, and PR—fusing storytelling, performance content, and experiential marketing.

Brands include Google, Meta, Netflix, Microsoft, Nvidia, Range Rover, American Express, Microsoft, Merck, Eli Lilly, Samsung, Chipotle, Amazon, PayPal, Zelle, Nike, and more.

Recognized with Cannes Lions, One Show Pencils, Effies, Andys, Addys, and the Chris Award for Human Rights for ten films about fighting racism and prejudice.

Winner of the 2025 James Patterson Grant for his new novel, Whiz Kid.

Proud dad of two girls, 7 and 5.

Recent Highlights

  • Spearheading the Royal Caribbean global launch of Celebrity Cruise River, a new brand focused on enrichment and adventure.

• Total transformation of American Express Worldwide into a brand that’s all about backing community, support and experience.

* Reinvention of Range Rover into a fashion inspired lifestyle brand that defines modern luxury and leadership.

• Building Makers Studio and Content Creation Lab at Spark 44 focused on lean, short-form social production.

• Turning JLR into a creative-driven brand that talks to a new generation focused on originality, sustainability and disruption.

• Inventing AI projects at Accenture; ConsumerBot and SuperEgo and more to leverage creative potential of AI for clients.

• Working with innovative start-ups; Open Fortune, Better Help, BEM, Birthday and many more to help tell their brand stories.


Select Brands

Google, Meta, Netflix, Diageo, Jaguar, American Express, NFL, Samsung, Chipotle, Amazon, PayPal, Zelle, Goldman Sachs, Nike, HBO. Royal Caribbean Group

 

Select Agencies

BBH, Spark 44, Accenture Song/Droga5, Mother, R/GA, Ogilvy, Havas, Dentsu, WPP, @Radical, Saatchi, BBDO, Big Spaceship, 360i, Huge

Software Skills

Basecamp, Workfront, Teamwork, Sprout Social, AspireIQ, Upfluence, Google Analytics, Adobe Analytics, Google Trends, BuzzSumo, Hootsuite Insights, SEMrush, Influencity, Ahrefs, Hotjar, Salesforce, HubSpot, Asana, Trello, Slack, Monday.com, Mention, Tableau, Canva, Buffer, Later, Sprinklr, Adobe Creative Suite, Microsoft Office Suite, Google Workspace, Figma, Miro, Jira, Zoom, Google Data Studio, Marketo, Mailchimp, Constant Contact, WordPress, Shopify, Magento, Google Ads, Facebook Ads Manager, LinkedIn Campaign Manager, Twitter Ads, TikTok Ads Manager, Pinterest Ads, Snapchat Ads, Programmatic DSPs (The Trade Desk, MediaMath), Moz, Conductor, Similarweb, Google Tag Manager, and Optimizely.

The Art of Earned Media

Additionally, I have been helping brands build a sustainable platform to harness the power of Creators (AKA Influencers) to spread the brand story organically. Brands can't buy cultural relevance; it must be earned.

Too many brands are rushing directly to influencers, creators or their agencies and asking them to make them socially relevant without a focused creative brand platform from which the Creators can co-create from. The result is lost time, money, focus and control.

Brands lose a huge opportunity and creators are diverted away from their particular zone of genius.  I help brands bridge this gap and unlock the vast potential of the creator community with ideas and platforms that are specifically designed to inspire collaboration and connect to culture.

Then brands can tap intelligently into the conversation and from one big idea, a million creations emerge. Community, loyalty, and advocacy are born, lifetime value skyrockets, and brands achieve more engagement with less spend.

Approach to “Performance Marketing”

Soooo…. the tension between brand creativity , awareness and performance marketing is often misplaced in my opinion. In reality, they can complement each other seamlessly.

Bridging Brand Awareness and Performance Marketing

I utilize “Brandformance”, for lack of a better word, a hybrid approach that integrates brand identity with measurable outcomes, creates impactful conversions while preserving a brand's essence. Seeking tangible results through flexibility and experimentation ensures success without compromising on creative strategy.

Pioneering Performance

Performance marketing is not just about driving results; it’s about pushing boundaries. By integrating cutting-edge tools, data-driven strategies, and a focus on optimization, I help brands build their voice, look, feel, humor, and emotional intelligence. This approach fosters creativity while delivering strategic, measurable outcomes. (This can mean the work is anticipatory and personalized)

Strategy-First Performance

ROI and LOLs can live together. I establish KPIs early to ensure campaigns are both realistic and innovative. Leveraging tools like Adobe Analytics, Google Analytics, Sprout, BuzzSumo, SEMrush, and Tableau, to monitor real-time creative asset performance, providing a 360-degree map of the customer journey. This enables data-driven decision-making and strategic pivots when necessary.

Operational Precision

Building platforms that can handle the day to day crazy. I’ve built frameworks like the Content Lab at Spark, ensuring rapid content creation that is both high-quality and data-aligned. Using tools like Asana, Trello, and Slack, I streamline workflows and foster collaboration across teams, ensuring campaigns are optimized in real-time.

Dynamic and Trend-Responsive Campaigns

Leveraging tools like Google Trends and Mention helps keep campaigns relevant. For Samsung, real-time trend monitoring allowed us to adjust strategies dynamically, creating one of their most engaging and successful social campaigns to date.

AI-Driven Optimization

AI-powered tools enable dynamic audience segmentation, predictive analytics, and real-time content optimization. During the American Express global campaign, AI tools helped us predict audience responses and adjust creative strategies, driving higher engagement and conversions. Traditional SEO optimizes for exact keywords typed into Google. AI-driven search (like ChatGPT, Perplexity, or Google’s Search Generative Experience) looks more at semantic meaning and context. It’s less about matching a phrase like “best CRM software 2025” and more about: does your content clearly, comprehensively, and credibly answer the intent behind that question?

SEO & Social Bookmarking

SEO optimization goes beyond keyword placement; it’s about integrating SEO into content strategy for maximum visibility. Social bookmarking and follow buttons enhance organic inbound traffic, boosting campaign visibility and engagement.

Performance That Knows the Algorithm

Performance marketing isn’t just about clicks anymore, it’s about being found, trusted, and cited by both people and AI. I help brands show up not just on Google, but inside tools like ChatGPT, voice search, and whatever comes next.

Building High-Performing Teams

Performance marketing thrives when it’s seamlessly integrated into the creative process. I build teams that are fast, efficient, and creative, incorporating content from creators and influencers to amplify impact. Tools like Figma enable real-time collaboration between data and design, allowing us to iterate quickly and maintain agility.

The bottom line is less work, more creativity. Precision in workflows reduces workload while making room for creativity. Small ideas can grow into major campaigns, proving that every detail matters. Or… as my favorite quote says: “How you do anything is how you do everything.”