Creative Director | Story Teller | Brand Builder
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I’m a Creative Director with a strong focus on clarity of messaging and quality of craft. I’ve led creative across brand, product, and marketing; shaping how people experience design at both scale and detail.
My work spans building brands from the ground up,
evolving existing ones, and creating detailed design systems that help teams produce consistent,
high-quality work. I have experience in shaping the
UI/UX for retail websites, as well as doing product research to produce the most compelling visual designs for end consumers.
I enjoy working closely with designers, writers, product managers, and engineers to turn complex ideas into simple & engaging outcomes. Whether it be a large campaign, a digital product experience, or a simple logo design, I aim to balance creative ambition with real-world constraints. I’m equally comfortable setting a long-term creative vision, as I am getting hands-on when needed to push work over the line.
At the core of my approach is a belief that good design should feel intuitive, purposeful, and human,
supporting business goals while genuinely connecting with people.
I have excellent management skills and tailor my approach to the needs of each direct reportee. I am committed to cultivating an environment that devel-
ops strengths, addresses weaknesses, and prioritizes individual professional growth.
Senior Manager - Digital at TARGET (2024-06 – 2025-12)
Managed a multidisciplinary creative team for the home & apparel categories, with a strong focus on leveraging AI. Helped develop an AI tool that fully automated infographics creation, converting guests from just browse to purchase. Frequently collaborated closely with product managers, marketing leaders, and senior business leadership on high impact marketing & design projects.
Creative Director at URBAN LADDER (2021-12 – 2023-10)
Led a team of multidisciplinary creatives and cultivated a culture of collaboration and design excellence. Spearheaded the "Built to Last" 360˚ ad campaign, enhancing brand visibility. Successfully launched five in-house brands, working on brand vision and language end-to-end, including micro websites sites for each.
Managed the creative calendar and social media strategy for engaging storytelling. Built a comprehensive brand-guidelines book, to make design interpretations consistent and easy to approach. Collaborated with advertising agencies to produce high impact video content.
Assistant Manager - Design at URBAN LADDER (2020-03 – 2021-12)
Senior Associate - Design at URBAN LADDER (2019-05 – 2020-03)
Junior Graphic Designer at BRANDENBURG (UK) (2017-10 – 2019-03)
Junior Graphic Designer at INDELUST (2016-02 – 2016-07)
Fashion Consultant at 108 BESPOKE (2014-10 – 2015-12)
B.Des in Fashion – National Institute of Fashion Technology
