Creative Strategist & Creative Director

I turn complex products, customer problems, and business challenges into clear creative ideas and scalable experiences.

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Operational Impact

Proven track record leading internal creative studios, orchestrating direct report designers, and balancing external agency partners to drive organic discovery and brand equity.

Professional Focus

15+ years managing digital content ecosystems, product experience management (PXM), and developing creative strategies. I know how to build the machine that delivers and manages the results. Expert at navigating regulatory requirements while scaling multimedia assets dynamically.

My System: Strategy → Idea → System → Scale

-$200K+
Annual Production Costs
-60%
Consumer Claims Payouts
-30%
Cost via AI Tool Automation
+42%
Organic Traffic Growth
+12%
Brand Awareness
+33%
Conversions

Selected Creative Case Studies

UX & Web Transformation

Reimagining Dot Com for the Modern Gardener

Transforming BioAdvanced.com from a standard transactional catalog layout into an educational, solution-first digital consumer hub.

The problem wasn't that the site lacked content. It was that customers had to understand the product before they could understand which product they needed.

The Challenge The original site struggled to balance product discovery with education. Users were overwhelmed by dense content and unclear navigation, making it harder to find what they needed.
The Insight By aligning UX research, SEO insights, and content strategy, we uncovered a key opportunity: users weren’t just browsing, they were looking for solutions. They needed a site that could guide them quickly from question to product to purchase.
The Experience Old Experience: Product → Specifications → Purchase

New Experience: Problem → Education → Solution → Product → Retailer
The Execution We redesigned the site to simplify product discovery, integrate helpful content, and support retail conversion via PriceSpider. The result is a platform that balances brand storytelling with practical lawn and garden solutions, positioning BioAdvanced as both a trusted authority and a sales driver.
-34%
Bounce Rate
+71%
Engagement Rate
+75%
Avg Session Duration
+69%
Pages Per Session
BioAdvanced Digital Hub Redesign
BioAdvanced Hub
Natria Solution Wireframe Integration
Natria Portal
Baby Bio Product Showcase UI
Baby Bio UI
Enhanced Brand Content Strategy

Evolving Visual Layouts for Product Understanding

Transitioning 1000x1000 square PDP graphics away from chaotic information clusters into structured, confidence-building conversion displays.

The Challenge

Customers couldn't quickly understand the products. Square layouts easily get messy, confusing shoppers and drowning out core benefits.

The Insight

60% of support volume came from usage questions.

The Creative Idea

Make the most important customer questions impossible to miss

The Execution

Turn the PDP from an information container into a visual education tool.

The Result

Grew organic discovery by 42%.

My Role

Creative • UX & Content Strategy • Creative Direction/Brief Development • SEO • Production Leadership

Visual Evolution Matrix
Visual Evolution Matrix
Video Production Strategy

Template-Driven Video Ecosystems at Scale

Designing an affordable, regulatory-compliant video matrix across 200+ unique SKUs without inflating operational design overhead.

The Challenge With over 200 products, each with its own set of instructions, creating a unique “how to use” video for every item was expensive. Retailers needed the content, customers demanded it, but producing 200 custom videos? We had to find a smarter way to deliver what everyone needed, without blowing the budget.
The Insight While individual EPA-regulated instruction copies vary widely, physical packaging geometries remain completely uniform.
The Execution Engineered a modular layout methodology utilizing live-action hand models paired with 3D product renders. Enabled variable instruction blocks to swap dynamically into standard master video timelines.
Template-Driven Video Steps Mockup Presentation
Social Campaigns

Scaling Full-Funnel Social Engine Frameworks

Managing complex seasonal organic and paid distribution mechanics simultaneously across three individual business brand profiles.

The Challenge Aligning precise regional geographic targeting variables with compressed seasonal windows across separate product rosters requires automated velocity.
The Insight Top-of-funnel audience awareness must be sustained with consistent core content touchpoints to drive conversion during short active buying windows.
The Execution Scaled creative volume up to 12 targeted assets per month in-season, pulling back to a steady 4–5 asset cadence during off-peak cycles. Lifted reach metrics by +31%.
Market Launch

Baby Bio's North American Strategy Debut

Introducing an established European lawn and garden brand identity into an entirely new geographic territory from the ground up.

The Challenge Entering an aggressive domestic market segment with absolute zero initial localized audience footprints or baseline organic discovery tracking.
The Insight Building audience communities on social requires values-first advice loops before pitching immediate product acquisition rules.
The Execution
[STAGE 1 - TEASE]: Deploy playful, high-impact aesthetic cards across platforms to incentivize organic like and follow interactions.
[STAGE 2 - LAUNCH]: Standardize an approachable voiceover tone focused entirely on clarifying product utility across consumer feeds.
[STAGE 3 - SUSTAIN]: Deliver recurring, value-add gardening tips to convert baseline community followers into retail customers.
Baby Bio Product Showcase UI Social Grid Assets