About me

The future of enterprise design isn't just about creating great assets or consistent guidelines, it's about building intelligent brand ecosystems. By uniting strategic governance with scaled operational solutions, I empower global organizations to adopt emerging technologies rapidly while maintaining uncompromising brand consistency.

Over the last decade, I’ve led the structural side of brand design for industry giants like Uber and Microsoft, transforming creative teams into high-velocity operational engines. I specialize at the intersection of generative AI enablement, modular design infrastructure, digital asset management systems, and cross-functional leadership.

Most recently, as Uber's Global Executive Creative Director of Brand Experiences, I translated this approach into practice. By establishing enterprise-wide AI creative guidelines, ethical standards, and proprietary prompt frameworks, I enabled global teams to leverage generative tools securely and without diluting brand integrity. Simultaneously, I engineered modular design ecosystems that supported 600+ active users, handled 8B+ monthly sends, and slashed custom development overhead by over 80%. These flexible systems unified the global brand architecture and accelerated the launch of new sub-brands, products, and services.

My leadership approach is inherently multidisciplinary. I led a 14-person Brand Experiences team (AI, Strategy, Design, Digital, Photography, Illustration, Editorial, Presentation) and directed cross-functional internal pods which scaled up to 20+ members across Communications, Engineering, Legal, Marketing, Partnerships, Policy, and Product UI. By orchestrating these internal stakeholders alongside external agency partners, I drove complex, systemic initiatives that seamlessly connected executive vision with go-to-market execution.

While I have a proven track record of directing high-visibility conceptual moments (including Super Bowl campaigns and global product launches), my primary focus is the operational foundation beneath them: the workflow engineering, platform technology evaluations, and systems architecture that make world-class creative possible at scale.

Clients

AT&T, Audi, Blacklane, Cabela’s, Careem, Coca-Cola, The Giving Pledge, Gates Foundation: Goalkeepers, Group Health Collective, Lenovo, Lenovo: Data Center Group, Microsoft (Band, HoloLens, Hub, Minecraft, Minecraft Education Edition, Events, Store, Surface, Windows, and Xbox), Postmates, Seattle Cancer Care Alliance, T-Mobile (Money, Business, Education, and Government), Uber, Uber Eats, Uber One, Uber for Business, and more…

Accolades

2026 Effies Awards “Most Effective Brand” top honors: #1 Uber Eats

Uber’s Sonic Identity

• 2025 Red Dot Award (Brand & Communication Design)

• 2025 Transform North America, “Best Audio Brand" Bronze Award

FastCompany’s “The (ten) most innovative companies in public relations and brand strategy for 2025” - Uber

InterBrand Top 100 Brands 2025: Uber #64

InterBrand Top 100 Brands 2024: Uber #78 (re-entry)

Time Magazine’s “World’s Best Brands of 2024”. Uber (Mobility Services) Category rank #1, score 100.0, Uber Eats, (Retail: Online Grocery Delivery), Category rank #4

Platinum Muse Award Winner in Animated Video Category, “Uber Moto,” MUSE International Creative Awards (In collaboration with Explainly)

Gold Addy, Responsive Design, “Microsoft Minecraft: Education Edition,” American Advertising Federation, Seattle

Judges Choice Addy, “Microsoft Minecraft: Education Edition,” American Advertising Federation, Seattle

Silver Addy, Website Consumer, “Microsoft Mixed Reality,” American Advertising Awards, Seattle

Silver Addy, Website Consumer, “Microsoft Xbox One X,” American Advertising Awards, Seattle

Best Home/Welcome Page Honoree, “Microsoft Surface.com,” Webby Awards

Silver Addy, Audi YouTube, American Advertising Awards, Seattle

Silver Addy, Coca-Cola, “Arctic Home,” American Advertising Awards, Seattle