Frequently Asked Questions
Is your work effective?Much of my work lives at the intersection of brand and performance, within organizations where creative is expected to operate at scale, move quickly, and support measurable business outcomes.
While campaign-level performance metrics are often proprietary, public reporting, third-party case summaries, and company disclosures provide clear signals about the performance environments in which this work operated. The following examples reflect the accountability, velocity, and growth pressure under which creative systems were built and led.
How do you measure success?Typically, when a campaign or brand that I’ve worked on has been seeded in culture and emotionally connects with people, I’ve been successful. If a brand becomes beloved, you know you’ve done something great. But numbers also help and so do awards to an extent.
Do you have any data?Here’s an example from my time working on Vrbo.
Reported Performance Signals
Paid Media & Acquisition (Third-Party Summary)
* Paid media user acquisition exceeded targets by 200% year-over-year
* 33% improvement in lead-nurturing conversion rates
* ~$8M paid media budget across paid social, display, YouTube, SEM, CRM
Bookings & Growth Momentum
* Achieved first full quarter of bookings growth in 2024
* Growth attributed to improved traffic quality, conversion, and platform execution
Relevance to My Role
As a global creative leader within Expedia Group, my focus was on building scalable creative systems capable of supporting this level of growth pressure—partnering closely with growth and product teams to translate brand strategy into performance-aware execution.
Did you ever meet Steve Jobs?No, but he did once send me an email with feedback on some layouts I’d done for Mecworld that read,
“Type looks like shit.
-Steve”
What's your proudest creative moment?Having one of my iPhone campaigns parodied on SNL. You can check one of them out on my work page under iPhone here
What makes you different?I’m a hands-on creative leader who believes velocity and quality are not trade-offs. I care deeply about craft, but I care just as much about building systems—teams, processes, feedback loops, and metrics that allow great creative to ship fast, learn faster, and compound over time. My goal is always the same: creative that earns attention, builds belief, and produces measurable results.