Resume

VP Strategy Director with a track record of leading iconic global brands to transformative growth, boasting 18 years of experience. Proven ability to develop innovative strategies and deliver culture-changing campaigns, driving brand growth and market leadership. Excel in brand positioning, market research, and creative strategy development.

PROFESSIONAL EXPERIENCE

Mutiny

Strategy Director, 2024-2025 

  • Led the creative strategy for Xbox’s shift from hardware to software business with the development of the “This Is An Xbox” Campaign 
  • Led creative strategy for Xbox’s PC Game Pass.
  • Developed positioning and campaign strategy for Hasbro’s new gaming franchise, Exodus.
  • Strategic positioning work for Adobe Express.

215 McCann

VP Strategy Director, 2020-2024

  • Led Xbox’s brand strategy
  • Shaped Xbox’s next generation console launch with the “Power Your Dreams” campaign, becoming the most successful console launch in company history.
  • Positioned the brand to succeed as it shifts from a hardware-centric business to a software and subscription business.
  • Other clients include: LinkedIn, Avalara

FCB West

Strategy Director, 2015-2020

  • Led Levi’s and Clorox brand strategy
  • Spearheaded strategies that helped reposition and reinvigorate these iconic global brands. 
  • The “Live in Levi’s” strategy led to six years of business growth, reversing a trend of decline and reestablished Levi’s as a global denim leader
  • Other clients: Dockers, Hotwire, Smokey Bear

FCB West

Senior Strategist, 2011-2015

  • Led the development of strategies across a wide variety of industries, from entertainment to CPG to travel and digital services.
  • Clients: Electronic Arts, Ghirardelli, Air New Zealand, and Trulia

Mortar

Strategist, 2006-2011

  • Led clients through a process of re-branding: research, strategy and briefing. Closely collaborated and communicated with clients while providing guidance and leadership through the process.
  • Regional clients in industries including tourism, health, and education.

EDUCATION

Bachelor of Arts (B.A.) in Marketing

San Francisco State University, San Francisco, California

INTERESTS

Internationally touring musician who has opened for artists such as Damien Marley, Parliament Funkadelic, and Sly and the Family Stone.

Baking banana bread.

Bad puns. Like painfully bad.