I visualize information and craft stories.
Twenty years of translating complex product stories into clear, compelling narratives — refined for every platform, audience, and market they need to reach.
The work
At Estée Lauder, I built and lead the global digital and online function, leading product storytelling across 360º digital, print, social, and live activations for 150M+ global consumers. I joined when the organization communicated in print. I led the shift to digital-native, introduced in-house motion production, rebuilt for social, and am now spearheading the adoption of AI into product initiatives. Each transition meant rebuilding the function from the audience outward.
Before Estée Lauder, I founded my own brand, built creative functions at startups, and led communications strategy at agencies for clients from AmEx to Harry Winston. The constant across twenty years — take a complex product, understand what it means to fundamentally different audiences, and build the narrative system to tell that story at scale.
What I bring
Technology transitions
Three platform shifts led — print to digital, digital to social, social to AI. Each time, technology moved first and audiences followed. The skill is seeing that early and rebuilding the organization around it before it gets left behind.
Visualizing complex product stories
Taking technical product complexity — ingredients, efficacy, innovation — and finding the visual and narrative form that makes it immediately clear and resonant for consumers across 25+ markets and cultures. Then refining that story for every platform it needs to live on — print, social, digital — each with its own language, pacing, and demands.
Building from zero
Founded a brand, built the creative function at a startup, built the global creative operation at a Fortune 500 through complete organizational transformation.