Selected work

Four cases, one pattern: complex product, multiple audiences, narrative built to scale.

Multi-Audience · Global Launch

One franchise, global audience

Narrative strategy for Advanced Night Repair — reaching 150M+ consumers globally.

The problem: Skincare science is precise. The way it's communicated to users rarely is.
What I built: Visual-first creative built to flex — one narrative adapted across platform formats (social, retail, digital, influencer) and regional markets (NOAM, EMEA, UK, APAC, China), so the science landed wherever the audience was.
Cross-functional scope: PR, paid media, sales enablement, retail training, influencer, and digital — synchronized across NOAM, EMEA, UK, APAC, and China.
Outcome: Top global franchise performer. The tiered framework became the organizational standard.

Transfer principle

The same creative challenge applies at Anthropic — one capability set, but the visual language and framing that lands on X is completely different from what works in a developer blog, a product demo, or a regional partnership launch. Building content systems that flex across formats and markets without losing coherence is the core skill.

Technology Transition · Organizational Change

Rebuilding product communications for a new medium

Led the shift from print-centric storytelling to digital-native, social-first communications at global scale.

The problem: In 2016, communications were built for print. The audience had moved to social and mobile — but the infrastructure hadn't. This required organizational transformation, not channel optimization.
What I built: A digital-first operation from scratch: in-house motion production, brand governance across APAC, EMEA, and the Americas, platform-native content strategies, and real-time workflows cutting turnaround from weeks to days.
Team & scale: Multi-disciplinary team across content strategy, motion, social, and production. Promoted Director → Executive Director → VP through the transformation.
Outcome: Digital engagement grew substantially year-over-year. The playbook became the template across the portfolio.

Transfer principle

Technology transitions change the relationship between a product and its audience — rebuilding requires new team, new processes, new sensibility. The same work AI companies need now.

Brand Systems · Creative Standards

Defining how a global brand speaks and shows up

Created the brand guidelines for Estée Lauder — the foundational document governing how the brand communicates across every channel, market, and touchpoint globally.

The problem: Global growth had created inconsistency in voice and visual treatment across markets. The brand needed a single source of truth that could govern creative output at scale.
What I built: A brand guidelines system covering voice, visual identity, messaging architecture, and channel adaptation rules — precise enough to enforce consistency, flexible enough for creativity.
Cross-functional scope: Worked across creative, marketing, digital, retail, and regional teams to codify what was working. Became the reference for agency onboarding and market alignment.
Outcome: Consistent creative standard across markets. Reduced agency briefing friction and became the onboarding foundation for new teams.

Transfer principle

Brand guidelines are an infrastructure problem: how do you maintain identity at scale when hundreds of people are generating output simultaneously? The same challenge every AI company faces now.

Presentation Design · Executive Communications · Motion

Setting the creative bar for how a company shows up

Led presentation design across the organization — art directing keynotes, product launches, and executive communications, including live demo environments and motion sequences designed for high-pressure, high-stakes rooms.

What I built: Keynote, PPT, Figma and launch presentations — motion sequences, live demo environments, executive narratives — designed to land in high-pressure rooms under timelines that kept moving.
Scope: Direct C-suite partnership. Org-wide design systems and templates. Managed designers, contractors, and agencies to scale output without losing quality.

Transfer principle

Holding a clear narrative when requirements are shifting, the demo just changed, and the executive is in the room — that's the job. I've done it.

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