I led creative direction for major milestones and transformations, including the $30B Viacom-CBS merger, and redefined quarterly earnings materials—setting a new industry benchmark. Partnering across finance, strategy, investor relations, marketing, and communications, my work drove clarity, engagement, and impact—elevating corporate messaging and informing critical business decisions.
In a constantly evolving environment, I adapted to rapid change, drove cross-functional creative collaboration, championed design thinking and data storytelling, and supported high-impact brand and culture initiatives across the company.
2016–2024
As trusted partner to C-suite and senior leaders, I shaped visual communications for board meetings, town halls, investor events, executive activities, and special projects.
Internally, I made complex data more digestible and actionable, supporting critical business decisions—via decks, reports, infographics, and dashboards. Externally, I turned scripts and strategies into visual narratives that resonate.
Led creative direction for engagement with the investor community, shaping how Paramount presented financial narratives to Wall Street, analysts, shareholders, and stakeholders. Revamped quarterly earnings materials, creating a cohesive ecosystem of touchpoints for earnings calls, prep meetings, board reviews, SEC filings, town halls, and social media.
Shaped the visual direction for pivotal corporate transformations, including the $30B Viacom-CBS merger and subsequent restructuring initiatives. Designed key materials for M&A activities and leadership transitions, ensuring alignment across communications.
Drove collaboration across the corporate ecosystem, bridging strategic initiatives with design execution and sparking creative partnerships across silos. Scaled successful creative tactics, and guided teams on best practices. Worked most closely with finance, strategy, comms, marketing, investor relations, legal, HR, and M&A teams.
Advanced culture initiatives through design solutions:
- Produced employee growth tools, intranet resource pages, executive dashboards, and event creative.
- Partnered with HR on inclusion and engagement programs.
- Provided pro bono creative consulting for nonprofit partners on behalf of the company.
Championed design thinking and data storytelling approaches to strategic problem-solving. Proactively identified design innovation opportunities across evolving business needs. Built a center of excellence for visual storytelling, communication design, and creative synergy.
7. Brand Stewardship
Acted as corporate liaison for multiple rebrand rollouts, promoting integrity and consistency across departments and systems.
Adapted to rapid changes in leadership, strategy, org structure, systems, and brands. Continuously evolved and optimized my role to meet the moment—complementing each new context, turning challenges into opportunities.
Using research-driven frameworks and service design processes—including empathy and journey mapping, stakeholder workshops, iterative prototyping, and value proposition design—developed cohesive, integrated brand systems spanning visual identities, websites, collateral, service touchpoints, and digital engagement.
Built and led an in-house agency, structured workflows, managed partnerships, and produced multi-channel campaigns and content. Also architected two restaurant overhauls—from branding, local positioning and menu planning to strategic promotions and cross-hotel marketing.
Through an interdisciplinary design approach—blending strategy, branding, marketing, and technology—drove differentiation, portfolio synergy, guest loyalty, and scalable solutions.
2013-2015
Crafted a unified brand strategy across hotels, restaurants, and business divisions, aligning frameworks, experiences, creative, and business strategies.
Established ‘house of brands’ portfolio architecture, then redefined market positioning and customer segments per property, subsidiary, and business unit.
Around this framework, build new design systems & processes, and marketing/sales strategies.
Led guest-centered transformation of the portfolio and its brands through design thinking—research and insight mapping (empathy, affinity, stakeholder, journey, value proposition) to stakeholder workshops and implementation—shaping and integrating brand, digital, and operational improvements into a cohesive service design strategy.
Built and led team of 7—structured workflows, nurtured creative growth, and managed external partnerships with agencies, photographers, and freelancers.
Fostered culture of design thinking, experimentation, collaboration, and trust. Crafted adapable systems and scalable processes for continued growth.
Launched parallel agency operation for external projects that advanced business interests.
Orchestrated a comprehensive redesign of brand identities, visual systems, websites, collateral, and content—crafting a compelling and cohesive brand story, ensuring consistency across physical and digital touchpoints.
Directed brand strategies, campaigns, creative team & partners, design process, stakeholder relations, marketing & sales initiatives, and special projects.
Led creative/strategic overhaul of two restaurants, realty firm, timeshare business, spa/salon brand, and hospitality management operation—encompassing brand positioning, naming, visual system, menu/service planning, collateral, website, crm/email, and social.
Crafted cross-hotel and local promotions and service integration to strenghten portfolio synergies, differentiation, and customer loyalty.
At Parsons, I’ve honed a research-driven approach to design thinking innovation, bridging strategic frameworks, human-centered methodologies, and interdisciplinary facilitation. Projects span service design, systems thinking, research design, speculative design, strategic foresight, business transformation, and AI integration.
To complement my graduate studies, I pursued further specialization at Central Saint Martins in London, focusing on global creative direction, trend forecasting, and digital visual culture. My early academic foundation in business, marketing, and communications was developed at Drake University.
—SD Frameworks, Processes, Methods
—Design Research
—Sustainable Business Models
—Service/Experience Design
—Creative Direction
—Workshop Facilitation
—Regulatory/Ethical Contexts
—Speculative Design, Forecasting
—Systems Thinking
Consumer Financial Protection Bureau: Semester-long studio project tackling challenges around financial literacy and retirement crisis for CFPB leaders
Citi Ventures: Design proposals for Citibank corporate culture programs
Paramount: Innovation proposals, incl. metaverse opportunities
Activating human-centered design thinking to address complex business and social challenges through processes and methodologies spanning research, synthesis, prototyping, and iterative testing.
Trained in leading ethnographic research, insight mapping (journey, empathy, affinity), ideation, co-creation, and implementation.
Experience/Service Design
Creating cohesive, user-centered brand experiences across digital, physical, and operational touchpoints.
Focus areas include journey mapping, service blueprinting, and customer engagement strategies to identify pain points and develop high-impact solutions.
Driving impact through workshop facilitation, interdisciplinary collaboration, and structuring teams and processes.
Embedding DT into orgs, fostering innovation through co-creation, and cultivating a culture of experimentation, trust, and shared ownership—empowering teams to think expansively, take risks, and develop breakthrough ideas.
Designing Business Strategy
Integrating systems thinking and business strategy to inform org design, business model innovation, and transformation roadmaps.
Work has focused on aligning design with strategic decision-making through frameworks like business model canvas, service systems, and value proposition design.
Solving for alternative futures and systemic change via speculative design, scenario planning, and strategic foresight.
Using future-state frameworks, speculative prototypes, and industry trajectories to challenge assumptions, surface opportunities, and reframe how brands navigate uncertainty.
Applying cross-industry pattern recognition, trend forecasting, and cultural intelligence, I work to connect signals of change across technology, business, and culture—to anticipate shifts and drive strategic advantage.
AI x Design Thinking
Exploring the role of AI in design thinking, research synthesis, and creative problem-solving.
Research examining how AI enhances ideation, prototyping, and decision-making at scale, as well as its impact on business innovation.
Collaboration with Facebook, YouTube, Instagram, and Twitter. Partnerships with media networks and national theater chains. Client services for leaders of Microsoft and Dell, Hasbro and Mattel, Starwood and Wynn. This period gave me an inside perspective on how industries intersect to drive culture and brand impact
Through global campaigns, entertainment marketing, and large-scale event production, I built an essential foundation in content strategy, audience engagement, luxury marketing, and high-impact partnerships—along with the operational, creative, and strategic mechanics powering successful brand experiences.
Brand storytelling at the intersection of entertainment & culture.
- At CAA, worked on global campaigns, brand entertainment, and strategic partnerships for clients Coca-Cola, Starbucks, GAP, Microsoft, Delta, Moët & Chandon, Hasbro, Mattel, Starwood, Wynn, Virgin Australia, and more. Highlights included Starbucks/(RED), GAP Vote For, and Gap/(RED) campaigns, Miley Cyrus and Mariah Carey music videos, high-profile launches, and brand activations.
- Early experience in content development included reality TV production work, gaining an inside understanding of the full content lifecycle, from development, casting, and production to post-production and distribution. (Later, at Paramount, I’d contribute to a transformation project optimizing film/tv content lifecycle.)
Stewarding prestige through cultural intelligence, strategic partnerships, luxury marketing, and brand entertainment.
- Managed AMPAS social media channels and led content strategy, including sweepstakes, e-commerce, fan activations, promotions—engaging Academy & Oscars fans worldwide. Partners included ABC, Moët & Chandon, AMC, Regal, and Cinemark. Collaborated with Facebook, Instagram, YouTube, Twitter, and Foursquare.
- Managed Vera Wang’s VIP and showroom operations.
- Contributed on GQ trend report and cover shoot.
- Learned the ropes as assistant to the ECD of CAA, Hollywood’s top talent agency. Collaborated on initiatives for luxury clients across hospitality, spirits, airlines, and tech. Engaged with top client leaders like Howard Schultz, Steve Wynn, and Lynda Resnik.
Producing high-profile cultural events, fan experiences, and brand activations.