I help create categories.

A great brand is more than visuals—it’s a system of behavior and belief. I align cross-functional teams around clear narratives, consistent experiences, and principles that guide product, marketing, and service delivery.

From blockchain traceability to luxury retail, I’ve built brands that earn trust, command attention, and scale with purpose. My work spans award-winning storefronts, digital platforms, and global sourcing programs—each grounded in storytelling, authenticity, and strategic design. I turn brand values into experiences that customers remember, share, and return to.

  • I can help unite a brand across in-store, digital, and social environments to drive engagement, reviews, and referrals.

  • I can help connect brand identity with sourcing, merchandising, and customer experience.

  • I can direct web, SEO, and AdWords strategy; lead creative direction, product photography, and vendor partnerships to ensure brand consistency at every touchpoint.

Design for trust. Scale with story.

A foundation in retail:

As a creative leader, I have helped build a luxury brand through storytelling, omnichannel strategy, and ethical growth.

  • Advertising Campaigns

    Created distinct and differentiated campaigns, leading all art direction, ad copy, and media buys.

    Result: Brand awareness with increased online traffic, in-store footfall, editorial inclusions, and red carpet moments.

  • Community Building

    Incorporated social media and reputation management into each step of the customer journey.

    Result: Built the largest Pinterest following in fine jewelry and became TrustPilot’s top-rated jewelry brand.

  • Ethical Sourcing

    Created a story worth telling by changing the brand’s supply chain, adopting the Fairmined Gold standard.

    Result: Made the betterment of artisanal small-scale mining communities a part of our mission and vision.

Use case: Standing out in a crowded space.

In fine jewelry, prestige or value drives purchases, especially for beloved brands with 8-figure ad budgets or large chains with nationwide promotions. But Green Lake took a different path: no traditional advertising, discounts, or gimmicks—just word-of-mouth and craftsmanship. And that’s how I approached my work leading creative, marketing, and business development from 2012 to 2019.

Truth:

Green Lake was rooted in artisan skill, ethical sourcing, and collaborative design—but that story wasn’t clearly told beyond the store.

Story:

I led a team across photography, design, and social to bring that truth to life. We celebrated the makers behind each piece, launched the Montana Collection and Fairmined Gold programs, and framed every design with origin and purpose.

System:

We scaled it all—building content systems, editorial flows, and omnichannel communications that drove traffic, search, social growth, 5-star reviews, in-store visits, and national recognition. Green Lake increased sales 40% in my tenure.

Contact me:

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