Head of Brand Creative · San Francisco

I like to build brands. And I like to keep score.

Creative should earn its keep. I’ve held that line leading brand creative at SurveyMonkey and Cisco Meraki, and before that at an agency making work for Disney and Doctors Without Borders. Make it good, then make it count.

↓ Selected work

Numbers are our friends

Every brand is a story people tell. Creativity loves constraints, and a number on the board is one of my favorites. If you want to know what’s working, you gotta keep count.

2×

Aided brand awareness

F1, Warriors, NBCU & Spotify sponsorships · SurveyMonkey

+35%

YoY enterprise pipeline

B2B repositioning · SurveyMonkey

12

Straight quarters of YoY pipeline growth

Brand & web · Cisco Meraki

241%

Campaign ROI

Doctors Without Borders · first national US awareness push

Selected work

What if you just knew? on a Chicago bus

SurveyMonkey · 2026OOH / Integrated campaign

What if you just knew? Two cities, one question, two very different answers.

+37.6% Chicago sign-ups

Project Catalyst visual identity

SurveyMonkey · 2026Visual identity system

Project Catalyst: making SurveyMonkey look like SurveyMonkey again.

431 tokens · AA contrast

Giancarlo Esposito for SurveyMonkey

SurveyMonkeyCampaign / Sponsorship

Doubling aided awareness with F1, the Warriors, and Giancarlo Esposito.

2× aided awareness

SurveyMonkey takeover for NBA All-Star Weekend

SurveyMonkey · 2025OOH / Experiential

Taking over downtown San Francisco for NBA All-Star Weekend.

112M impressions

SurveyMonkeyRepositioning

From free survey tool to B2B insights platform.

+35% enterprise pipeline

Cisco Meraki web pages

Cisco MerakiWeb / Brand

A platform story, not a product catalog.

+20–25% conversion

Meraki Go identity and packaging

Cisco MerakiSub-brand launch

Meraki Go: the first sub-brand, from identity to packaging, built in-house.

Identity → packaging → web

Earlier work — True North Agency

Disney VisaLocation-aware cardmember site, 2014

+36% new cardmembers

Doctors Without BordersFirst major US awareness push, TV to programmatic

241% campaign ROI

Disneyland CarslandDigital launch creative for a $1.1B expansion

Thoughts

All writing →

EssayThe accessibility audit that lowkey turned into a visual identity refresh.

How a modest to-do list about color contrast became Project Catalyst, and what two years of doing the work taught the team.

Coming soonName recognition is a liability.

Near-universal awareness, almost no product awareness. Why being famous for the wrong thing is a brand problem — and a pipeline problem.

Coming soonNow, next, later.

How to report a brand team’s work so leadership can see the quarter-to-quarter wins and the equity that compounds.

I’m a brand leader who investigates first, explains everything with amazing analogies, has designed 100+ team shirts, and runs on two coffees.

Flip the whole card