My work centers on shaping brand image, narrative, and experience through close attention to tone, coherence, and editorial intent. I am particularly interested in how visual language, storytelling, and environment can articulate a point of view beyond product, shaping how a brand is perceived. I am currently SVP Global Creative Director at Fresh (LVMH Beauty), where I lead a full brand transformation across image, content, retail, packaging, and digital, and sit on the executive committee. Previously, I held senior creative leadership roles at Spring Studios, Rent the Runway, M·A·C, McCann New York, and Ubisoft, working across fashion, beauty, lifestyle, and entertainment. My work has spanned brand platforms, image direction, campaign systems, editorial direction, and digital experience. I began my career in cultural insight and trend analysis, a foundation that continues to inform how I read context, audience, and meaning when shaping creative work today.