I'm a brand and communications director who leads creative direction and content strategy and builds the systems that let both scale.
Everything I practice comes from genuine curiosity. It took me through luxury fashion at Hollywould, boutique hospitality at Morgans Hotel Group and more than a decade of payments technology at Visa, where I built platforms and campaigns that connected corporate storytelling to business outcomes.
Before I could read, I was designing. Chalk floor plans covered the sidewalk outside my home. I distributed hand-drawn tickets to performances I put on with friends. I created newspapers in Microsoft Paint and CorelDraw with different fonts, on-page ads, the works. I've upgraded my tools but kept the curiosity.
Complexity is usually a process problem in disguise. For 13 years at Visa, I fixed the process while leading the creative work itself.
Build for scale
When our team launched Visa's blog, I trained about 75 people on 22 teams so publishing didn't depend on me. When its replacement launched, I did it again with an AI agent.
The legal, trademark and brand vetting process I built for Visa's client conference became standard practice. The publishing guide I wrote for Visa's corporate blog outlasted three platform migrations.
Stay ahead of how audiences find content
My manager and I brought SEO discipline to Visa's communications team, then pushed to optimize content for AI search tools before most teams did.
Do the slow parts before the clock starts
Publishing a statement during a crisis on Visa's content platform went from 36 hours to 15 minutes. I gathered everything I could in advance from teams that couldn't weigh in live, so once the final details and approval came in, the story was ready to go.
Directed the design of Visa's new content platform, which drew 227 million views and more than 1,000 clicks to Contact Sales in its first year.
Read the case study →
Olympic and Paralympic Games
A new approach to Visa's Olympic content, every Games for a decade
Led creative direction and co-led strategy for each Games, aligning the International Olympic Committee, Visa legal, marketing and athletes on every story.
Case study coming soon
Annual report
The SEC filing that became a brand campaign
Creative owner for 11 years. Launched Visa's first online annual report and led print, web and social.
Case study coming soon
Visa Payments Forum
Opening Visa's invite-only client conference to a digital audience
Built the content and social program, plus the real-time legal clearance process that let Visa publish during the event.
Case study coming soon
Purpose-driven storytelling
Small business stories that made Visa's purpose tangible
Found the stories and built a model where one interview powered multiple campaign moments across the year.
Case study coming soon
Technology explainer series
A tap-to-pay video that earned views for years
Led a six-part video series explaining payments technologies in plain terms, building an audience that kept watching long after launch.
