I help e-commerce and product brands strengthen their visual systems, maintain consistency, and connect creative decisions to business outcomes.

After more than a decade leading creative direction, visual systems design, and full production workflows — including serving as Head of Photography and Senior Visual Brand Manager for a well-known performance apparel brand — I now work with teams in a fractional capacity.

In today’s landscape, brands don’t need more images. They need clear decisions:

• what should be produced,

• what should be automated with AI,

• and what only humans can lead.

I help solve the problems that arise when visual execution outpaces strategy, from inconsistent campaigns to misaligned touchpoints across product, marketing, and commerce.

My experience spans concept development, cross-functional leadership, campaign planning, and delivering visual systems that support both brand identity and measurable commercial impact.