Director, Marketing, E-Commerce, Training & Clinical
(May 2025 - Present)
Lead multidisciplinary teams across marketing, e-commerce, SEO, CRO, clinical education and sales, creating greater alignment between brand, customer needs, product expertise, content, digital experience and revenue objectives. Building the company’s consumer retail business from the ground up, generating approximately $100K in revenue within the first six months. Implemented a new sales-enablement system that improved commercial coordination and supported delivery of the company’s $90M annual revenue target; business is tracking toward approximately $101M in the current year.
Chief Brand Officer - NYC
(May 2023 - May 2024)
Served as enterprise steward for two distinct restaurant brands, owning their brand strategy, positioning, architecture, visual expression and customer proposition across all platforms, while protecting the qualities that had built existing loyalty. Strategically refined internal layouts and creative communications, increasing repeat customer sales by 12% and reducing average transaction time by 40 seconds in flagship locations. Developed integrated marketing strategies across brand, digital, social, content, restaurant openings and customer experience, ensuring that communications and in-store execution presented a coherent story.
Global Executive Creative Director - NYC
(March 2017 - May 2023)
Hired as The Team’s (formerly Wasserman) first Creative with a remit to build out Wasserman’s Creative department.
• Converted over 30+ new business opportunities, resulting in Wasserman being experiential agency of record for AT&T, Wells Fargo, Progressive, Molson Coors, as well as numerous project based clients with revenues in excess of $10m within five years.
• Grew the Creative department from 1 to 40+ art directors, copywriters, 3D designers at various levels creating best-in-class experiential work for some of the world’s most demanding clients.
Creative Director (Freelance) - Miami
(March 2014 - March 2017)
Hired to cover two months of maternity leave and ended up staying for three years working mostly on the Ford and Lincoln accounts. Developed a culturally resonant brand strategy for Ford's US Hispanic market, refining its voice to enhance engagement and market share. Created multi-platform content, including experiential activations, digital storytelling, and integrated campaigns.
Creative Director - Miami
(March 2009 - March 2014)
Appointed to set up the Miami office for Iris Worldwide. Secured the retainer for Sony Electronics, as well as numerous new business wins from Reebok, Adidas and Diageo providing a solid financial foundation for iris Worldwide’s newest outpost, and sourcing an extremely talented local team in the process.
Jr Copywriter > Copywriter > Sr Copywriter > Associate Creative Director - London
(March 2003 - March 2009)
Worked inside of Iris Worldwide’s highest performing Creative team, and eventually helped run it, winning numerous new business pitches, and overseeing the Creative needs on several high-value retainer accounts.
Lecturer, Miami Ad School
(2007 - 2019)
Created the curriculum for the Interactive Concepting class, and guided over 250+ students through the course over several years. Creative lead on the Planning Bootcamp semesters.
Masters Degree in Spanish & Politics
Graduate of Marketing Week’s Mini MBA in Marketing and Mini MBA in Brand Management.
Graduate of Interactive & Advertising courses at D&AD
Awards I have won.
