Creative Strategist

Harnessing creativity to fuel enterprise growth.

 

I’m drawn to the space where imagination meets structure.

My career began in design, where I learned how to craft stories and shape experiences. Over time, I was drawn to the systems behind those experiences; the business models, operational realities, and decisions that determine whether a great idea scales.

Today, I work at Apple, defining and leading omnichannel retail experience strategy at the global scale. I immerse myself in complex ecosystems that span the digital and physical world, uncover patterns in data and behavior, consider emerging tech that’s reshaping the way we shop, and translate ambiguity into clear strategic direction.

I nurture work environments where creativity and rigor coexist. I believe creative strategy is not optimization at the margins but a lever for growth. I align diverse teams around a shared vision, challenging assumptions, and turn ambitious ideas into programs that scale.

At heart, I’m both a systems thinker and a creative. Someone who sees possibility in complexity and momentum in clarity.

 
 

  • I currently work for Apple Retail, where I lead omnichannel experience strategy.

  • I was a founding member of the Digital Experience team, where I co-lead web experience strategy and organizational design.

  • Google was a long time client when I was in the creative agency space. I’ve had the pleasure of working with various divisions across the corporation.

  • I’ve learned from pitching and working with a number of diverse clients in a variety of categories — from Sales Force, to The North Face, Gap Inc., Google, and National Geographic.