About
I lead dentsu creative’s Social Creative Lab — a group of 80+ creatives executing best-in-class creative that starts or finishes on social. We’re currently the largest group within creative at dentsu, servicing a range of AORs, projects and tentpole work for the following clients (current as of June 2024):
2 national QSR brands (Burger King and another), 7-ELEVEn, AppleTV+, Kroger, American Express, a national retailer, Mondelez (Oreo, Sour Patch Kids, Nutter Butter, etc.), Cracker Barrel and Haleon brands.
We bring the same craft and attention to detail to social creative that most agencies only typically put toward campaign or TV creative. We’re not solely versioning tweets or making cut-downs of TV spots. Our creatives combine craft with deep channel knowledge producing creative that stands out from the typical noise of celebrating “national X day” or snarky tweets built to inspire backlash and earned media with the lowest-common denominator.
Frankly, creative in social needs to be better, and it’s my goal to guide and lead teams who make that happen.
I’m a business-minded creative leader, and my passion for building teams and growing creative business has helped grow my group’s top-line revenues by more than 2x since I took over the Social Creative Lab, adding 4 new AORs and dozens of new projects to our group’s roster. We were one of the first agencies to hire TikTok and social creators as creatives, bringing more creative synergy to our work and earning accolades from TikTok and industry publications.
In 2024, I’ve been selected to be a board member of TikTok US’ 20-person creative council, called the #ForYou Collective, helping TikTok define products, services and the future of creative on the platform.
I’ve also been honored to be a member of juries for the One Show 2023, The Webby Awards and The Drum Awards — and my work has won awards from Cannes Lions, The One Show, D&AD, The Webby Awards and the Effies, as well as garnering earned media and industry accolades from Ad Age, Hypebeast, Ad Week, The Drum, Campaign US and Fast Company.
Wanna connect? Find me here: