For 15 years I’ve worked across graphic design, motion, video, and web, and over time the job has grown from making things to deciding what should be made, for whom, and how we’ll know it worked.

Today I lead digital communications across four brands. I build campaign strategy around business priorities and audience research, manage the websites that carry it, and produce much of the creative myself. I track performance and turn it into recommendations, so content planning runs on evidence rather than habit. Lately I’ve been building AI-assisted workflows that give the team back days of production time each month.

What I enjoy most is taking an idea from a rough brief to a working experience, and making complex subjects clear enough that the right audience actually cares.