MY WORK

This work reflects a career spent guiding creative and technology initiatives through moments of scale, change, and complexity. Each project highlights the role of executive production and strategic client partnership in aligning ambition, execution, and outcomes.

AMAZON GLOBAL STUDIO

Executive leadership and strategic client partnership supporting a global creative studio operating at the intersection of creative production, technology, and AI-enabled workflows.

Provided oversight across a $14M production portfolio, delivering 19,000+ assets across NAMER and EMEA, with expansion into Japan and LATAM, in support of customer teams including Amazon Prime, Amazon Health, and Amazon Brand.

Led studio evolution efforts focused on increasing the responsible adoption of AI within creative and production workflows, aligning creative ambition with technical feasibility, governance, and operational scale. Partnered closely with senior stakeholders to define priorities, de-risk implementation, and establish repeatable, scalable models for AI-enabled content production.

Impact included $2.6M in production savings, improved delivery clarity across regions, and stronger alignment between creative teams, technology partners, and business objectives.

Role
Global Program Lead

Year
2025 - 2026

Confidential / In Progress
Project details intentionally limited due to pre-launch status.

AI Sonic Branding Tool

Led proposal development, R&D discovery, and production planning for an AI-driven sonic branding concept. Provided executive oversight across strategy, creative direction, UX, technical exploration, and prototyping, delivering a proof-of-concept, risk assessment, and production roadmap to support executive decision-making ahead of any public launch.

Role
Group Business Director

Year
2025 - 2026

lululemon — Global In-Store Digital Playbook

As lululemon scaled globally, led executive production and strategic partnership on the development of a global content playbook designed to unify the in-store digital experience under a consistent, future-ready framework.

The work focused on anticipating modern consumer expectations for dynamic, immersive brand experiences, and translating that vision into a scalable system that could evolve over 1-, 3-, and 5-year horizons across regions and store formats.

Role
Group Business Director, Executive Producer

Year
2023 - 2024

TikTok — Platform, Live & Experiential Programs

Partnered closely with TikTok teams to lead and deliver a portfolio of programs spanning large-scale experiential events and platform-native live content. The work focused on strengthening TikTok’s relationship with its creator and artist communities by bringing the brand to life through immersive environments, interactive storytelling, and participatory formats..

  • Executive production oversight across experiential events, live programming, and interactive formats

  • Strategic partnership with TikTok’s Global Events, Experiences, and Platform teams

  • End-to-end leadership spanning format development, creative direction, production planning, and execution

  • Coordination across creative, production, talent, platform, and vendor teams

  • Oversight of high-visibility programs requiring brand stewardship, technical fluency, and operational rigor

Selected Projects

  • Creators Summit — immersive, large-scale event experience bringing together hundreds of top TikTok creators for education, community, and brand engagement through keynotes, panels, workshops, and content-capture environments

  • Headstream — original, interactive live series reimagining music interviews as participatory experiences

    • 10 x 30-minute live episodes

    • Featured artists including Demi Lovato, J Balvin, and Weezer

    • Real-time audience interaction designed specifically for TikTok’s live ecosystem

Role
Group Business Director, Executive Producer

Year
2023 - 2024

Sonos — Multi-Touchpoint Brand Activations

Led a multi-year partnership supporting Sonos across digital, experiential, and physical brand touchpoints. The work focused on extending core brand storytelling beyond screens — translating digital design systems, product narratives, and cultural moments into immersive, real-world experiences.

This engagement required close collaboration across brand, product, retail, communications, and global events teams, with an emphasis on consistency, scalability, and craftsmanship across regions and channels.

Scope & Leadership:

  • Executive production oversight across digital experiences, physical activations, and experiential events

  • Strategic client partnership supporting account growth and expansion from digital into IRL brand moments

  • Leadership across product launches, retail innovation, and global brand activations

  • Alignment of creative, production, and operations teams across regions, including NAMER, EMEA, and LATAM

  • Ongoing governance, ways-of-working development, and cross-partner coordination

Role
Group Business Director, Executive Producer

Year
2020 - 2023

adidas — Digital, Retail & Experiential Programs

Led and supported a portfolio of adidas programs spanning Originals, wholesale retail partnerships, and direct-to-consumer experiences. The work focused on unifying product storytelling, digital platforms, physical activations, and commerce moments into cohesive brand ecosystems that scale globally while remaining culturally relevant.

  • Executive production oversight across digital platforms, mobile experiences, retail integrations, and physical activations

  • Strategic client partnership supporting launch strategy, innovation pilots, and program expansion

  • Leadership across product innovation launches, Originals campaigns, and retail-connected experiences

  • Governance, delivery planning, and escalation management across multi-workstream, high-visibility programs

  • Coordination across global and regional teams, ensuring consistency, quality, and scalability

Selected Projects

  • Unlock the Drop (ComplexCon) — AR-enabled product drop allowing attendees to unlock and purchase limited-edition products via mobile devices, blending physical presence with real-time digital commerce

    • 1,000 pairs sold out in under 5 minutes

    • 1:30 average transaction time, ~2.5 hours faster than traditional on-site purchase flows

  • Dropbot — early messaging-based commerce experience enabling first-come-first-serve access, product education, and post-purchase tracking

  • adidas Originals: Deerupt — digital-first launch ecosystem featuring immersive web, mobile, and cinematic product storytelling

  • adidas Originals: Ozweego — integrated digital and IRL activation, including experiential pop-ups and culture-driven media partnerships

  • adidas x DSG (Dick’s Sporting Goods) — connected digital retail experiences designed to educate consumers and drive purchase across online and in-store environments

Role
Executive Producer, Client Partner

Year
2017 - 2021