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 across corporate messaging.
In a constantly evolving environment, I adapted to rapid change, drove cross-functional collaboration, championed design thinking and data storytelling, and supported brand and culture initiatives across the company.
2016–2024
Trusted partner to C-suite and senior leaders—shaping visual communications for board meetings, town halls, investor events, and executive projects. Made complex data clear and actionable through decks, reports, infographics, and dashboards. Turned strategies into visual narratives that resonate.
Led creative direction for investor engagement—shaping how Paramount presented financial narratives to Wall Street, analysts, and shareholders. Revamped quarterly earnings materials into a cohesive ecosystem: earnings calls, board reviews, SEC filings, town halls, and social.
Shaped visual direction for pivotal corporate transformations, including the $30B Viacom-CBS merger and restructuring initiatives. Designed materials for M&A activities and leadership transitions.
Partnered across finance, strategy, communications, marketing, investor relations, legal, HR, and M&A—aligning strategic initiatives with design execution. Scaled successful creative tactics and guided teams on best practices.
Advanced culture initiatives through design: employee tools, intranet resources, executive dashboards, event creative. Partnered with HR on inclusion and engagement programs. Provided pro bono creative consulting for nonprofit partners.
Championed design thinking and data storytelling across the organization. Built a center of excellence for visual storytelling and corporate presentations. Contributed to task forces and special projects—both art direction and hands-on execution.
Corporate liaison for multiple rebrand rollouts—developing templates, systems, and guidance for brand integrity and consistency.
8. Adaptability & Growth
Adapted to rapid changes in leadership, strategy, organizational structure, and brands. Evolved my role to meet each new context—turning change into opportunity.
Using a design thinking and service design approach, aligned brand, digital, and operational systems—establishing a cohesive portfolio architecture, modernized brand identities, integrated service experiences, and unified marketing platforms. Built and led an in-house creative team, structured workflows, managed agency and partner relationships, and delivered multi-channel campaigns and content.
The work drove sharper differentiation across the portfolio, stronger cross-property synergy, elevated guest experiences, and scalable brand systems built for long-term growth.
2013-2015
Crafted unified brand strategy across hotels, restaurants, and business divisions. Established portfolio architecture, redefined market positioning and customer segments per property. Built new design systems, processes, and marketing strategies around this framework.
Led guest-centered transformation through design thinking—research, insight mapping, stakeholder workshops, and implementation—integrating brand, digital, and operational improvements into a cohesive service design strategy.
Built and led team of 7. Structured workflows, nurtured creative growth, managed external partnerships with agencies, photographers, and freelancers. Fostered a culture of experimentation, collaboration, and trust. Launched parallel agency operation for external projects.
Redesigned brand identities, visual systems, websites, collateral, and content—ensuring consistency across physical and digital touchpoints. Directed brand strategies, campaigns, creative partners, and stakeholder relations.
Led overhaul of two restaurants, realty firm, timeshare business, spa/salon brand, and hospitality management operation—brand positioning, naming, visual systems, collateral, websites, CRM, and social. Crafted cross-hotel promotions to strengthen portfolio synergy and customer loyalty.
At Parsons, I've developed a research-driven approach to design thinking—bridging strategic frameworks, human-centered methods, and interdisciplinary collaboration. My work has spanned service design, systems thinking, speculative design, strategic foresight, and AI integration—with an emphasis on designing the process itself, tailoring methodologies to fit each challenge.
I've also pursued specialization at Central Saint Martins in London—creative direction, trend forecasting, and digital visual culture. My foundation in business, marketing, and communications was developed at Drake University.
—Frameworks, Processes, Methods
—Design Research
—Service/Experience Design
—Systems Thinking —Speculative Design & Foresight
—Workshop Facilitation
—Sustainable Business Models
Consumer Financial Protection BureauSemester-long studio project for CFPB leaders, addressing financial literacy and retirement challenges
Citi VenturesStudio projects for Citi executives, producing design proposals for corporate initiatives
ParamountInnovation proposals incl. metaverse opportunities
Applying human-centered design processes—research, synthesis, prototyping, and testing—to address complex business and social challenges. Trained in ethnographic research, journey and empathy mapping, ideation, co-creation, and implementation.
Service & Experience Design
Creating user-centered experiences across digital, physical, and operational touchpoints. Journey mapping, service blueprinting, and engagement strategies to identify pain points and develop solutions.
Workshop facilitation, interdisciplinary collaboration, and embedding design thinking into organizations. Fostering cultures of experimentation and trust.
Designing Strategy
Integrating systems thinking with business strategy—org design, business model innovation, and transformation roadmaps using frameworks like business model canvas and value proposition design. Grounded in IDEO methodology.
Speculative design, scenario planning, and strategic foresight to explore alternative futures. Trend forecasting and cross-industry pattern recognition to anticipate shifts and inform strategy.
AI x Design Thinking
Exploring AI's role in design thinking, research synthesis, and creative problem-solving—how it enhances ideation, prototyping, and decision-making at scale.
I contributed to global campaigns for Coca-Cola, Starbucks, Gap, Virgin, and Moët & Chandon, with special projects for Carla Hall and Miley Cyrus. Work spanned major platforms and media partners—including Facebook, YouTube, Instagram, Twitter, and national theater chains—and client services for leaders at Microsoft, Dell, Hasbro, Mattel, Starwood, and Wynn.
This period gave me an inside perspective on how industries intersect to drive culture and brand impact—building a foundation in content strategy, audience engagement, luxury marketing, and high-impact partnerships.
Brand Content
Brand storytelling at the intersection of entertainment and culture.
At CAA, I worked on global campaigns, brand entertainment, and strategic partnerships for Coca-Cola, Starbucks, Gap, Microsoft, Delta, Moët & Chandon, Hasbro, Mattel, Starwood, Wynn, and Virgin Australia. Highlights included Starbucks holiday campaign, Gap "Vote For," Miley Cyrus and Mariah Carey music videos, and brand activations.
Early experience in content development included reality TV production—gaining an inside understanding of the content lifecycle from development to distribution.
Stewarding prestige through cultural intelligence, strategic partnerships, and brand entertainment.
Led AMPAS social media and content strategy—sweepstakes, e-commerce, fan activations, and promotions engaging fans worldwide. Partners included ABC, Moët & Chandon, AMC, Regal, and Cinemark. Collaborated with Facebook, Instagram, YouTube, Twitter, and Foursquare.
Managed Vera Wang VIP and showroom operations. Contributed to GQ trend reports and cover shoots.
At CAA, gained foundational experience on projects for luxury brands across hospitality, spirits, airlines, and tech—engaging with client leaders like Howard Schultz, Steve Wynn, and Lynda Resnick.
Large-scale production across entertainment, sports, and culture.
—Tribeca Film Festival
—Carla Hall Book Tour
—Oscars Red Carpet Fan Experience
—Oscars Viewing Party
—Academy Special Events
—Drake Basketball Games
—Des Moines Arts Festival