This is my Experience
I help organizations turn complexity into clarity.
Creative Director | Brand Systems | Digital Experience
Over the past 20+ years, I’ve worked across brand, web, content, and campaign strategy — not as separate disciplines, but as parts of a single system. The goal has always been the same: create work that connects, performs, and scales.
I’ve led teams, rebuilt brands, launched platforms, and helped organizations turn scattered efforts into something cohesive and effective. Along the way, I’ve learned that the best work doesn’t just look good — it works hard.
How I work
The way I approach the work is just as important as the work itself.
- Simplify complexity
- Build systems, not one-off assets
- Align teams around a shared story
- Focus on outcomes, not activity
- Create clarity before execution
- Leave things better than you found them
2026 ViVE Conference Branding
At the 2026 ViVE Conference, symplr didn’t just show up—we took over.
Vice President of Creative
symplr
2024 to present
What I did
As Vice President of Creative at symplr, I lead brand, web, social, and production across a complex healthcare operations platform. The role sits at the intersection of strategy and execution — shaping how the brand shows up while building the systems that support it.
I work closely with executive leadership to define direction, while helping the team move faster, collaborate better, and produce work that actually moves the business forward.
The impact
- Helped launch the symplr Operations Platform and redefine the organization’s brand narrative
- Delivered a Silver w3 Award-winning integrated campaign in approximately 100 days
- Led migration of symplr.com from HubSpot to WordPress
- Increased scroll engagement by 116%
- Maintained an 81% engagement rate, outperforming healthcare industry benchmarks
- Generated more than $70K in annual operational savings
Why it matters
The work is no longer just about campaigns — it’s about creating a cohesive, scalable engine that supports the entire business.
Creative Director
Quest Analytics
2020 to 2024
What I did
At Quest, I led a full-scale brand and digital transformation. What started as a fragmented presence became a unified system — from brand standards to web experience to content strategy.
This was the moment everything clicked: brand, performance, and storytelling working as one system.
The impact
- Led a complete brand transformation initiative, including a 100-page Brand Standards program, website modernization, SEO expansion, and thought leadership strategy.
- Led website strategy, UX, and content development
- Partnered with the CMO to define messaging and marketing direction
- Built scalable systems for campaigns, content, and lead generation
Why it matters
The impact was immediate and measurable:
- +64% users
- +62% sessions
- +56% goal completions
- -4% bounce rate
- +20 seconds average time on page
- +16% homepage entrances
- Added 112 SEO-optimized pages in one year
The website shifted from a static presence to a high-performing growth engine — clearer messaging, better user experience, and measurable business impact.
Creative Director
SkillPath
2018 to 2020
What I did
At SkillPath, I focused on modernizing a legacy brand and bringing clarity to a complex product offering. The work spanned digital, print, events, and customer experience — all with the goal of making learning feel more accessible and relevant.
This is where I started thinking less about individual assets and more about systems.
The impact
- Led brand refresh and messaging development
- Redesigned the website and improved user experience
- Built scalable templates for marketing and sales
- Directed campaigns across email, social, and digital channels
Why it matters
The brand became more cohesive, the messaging clearer, and the experience more aligned with how customers actually engage. It was the first time the system started to feel intentional, not just assembled.
Creative Director
DST
2013 to 2018
What I did
At DST, I helped evolve the brand of a large, complex organization while supporting marketing efforts across multiple business units. This is where I learned how to navigate scale without losing clarity.
This role sharpened my ability to navigate scale — balancing consistency with flexibility, and structure with creativity.
The impact
- Led rebranding initiatives across the organization
- Developed messaging frameworks and visual systems
- Supported large-scale campaigns and internal communications
- Created tools and templates to improve consistency
Why it matters
A more unified brand presence across a complex organization — clearer, more consistent, and easier to scale.
Earlier Work
My early career was hands-on (2001) — agency work, design, and execution across web, print, and brand.
That foundation still shows up today: understanding the details, respecting the craft, and knowing how things actually get made.
Closing Thought
I’ve spent my career helping organizations connect the dots — between brand and experience, strategy and execution, ideas and outcomes.