From hands on craft to leading teams at scale
Creative leader with 25+ years of experience in marketing and brand development. A digital Swiss-army knife and real-life MacGyver, skilled in leading teams and crafting impactful campaigns. Passionate about sports, crafting, and gaming, with a talent for engaging audiences through innovative creative ideas.
Base Camp 0
Early Career: Learning the Language of the Web
Early Career: Learning the Language of the Web
LINK DEVELOPMENT
WEB DEVELOPER | 1999 - 2001
MULTI MEDIA DESIGNER | 2001 - 2004
SENIOR MULTIMEDIA DESIGNER | 2004 - 2007
RICH INTERNET APPLICATIONS LEAD | 2007 - 2009
WEB DEVELOPER | 1999 - 2001
MULTI MEDIA DESIGNER | 2001 - 2004
SENIOR MULTIMEDIA DESIGNER | 2004 - 2007
RICH INTERNET APPLICATIONS LEAD | 2007 - 2009
Before leading teams or shaping systems, I learned how things actually get made.
I started hands on, designing, building, animating, editing, and coding. Not in isolation, but inside real projects with real constraints. That is where I developed range. Creative craft, technical literacy, and an instinct for problem solving over polish.
More importantly, I learned respect for execution.
For timelines.
For details.
For the people doing the work.
For timelines.
For details.
For the people doing the work.
This base camp still shapes how I think today.
Good ideas only matter if they survive reality.
Good ideas only matter if they survive reality.
Base Camp 1
Where my creative leadership foundation was built
Where my creative leadership foundation was built
LINK DEVELOPMENT ( A15 Holding )
CREATIVE MANAGER | 2009 - 2012
CREATIVE MANAGER | 2009 - 2012
I led creative work for large scale digital platforms and government portals, regularly pitching ideas and designs directly to senior government stakeholders.
Alongside delivery, I restructured teams and workflows, trained multidisciplinary teams, and operated at the intersection of creative, product, and execution.
Base Camp 2
Building the Operating Model
Building the Operating Model
CONNECT ADS
MEDIA PRODUCTION MANAGER | 2012 - 2016
MEDIA PRODUCTION MANAGER | 2012 - 2016
I took ownership of the full operation for a 19 person team across campaign execution and creative production. My role extended beyond delivery to designing and managing how work flowed through the organization
The existing structure was fragmented. Launch, optimization, and reporting lived with different owners, slowing decisions and blurring accountability. I rebuilt the model so each campaign had a single owner, responsible from start to finish.
At the same time, I strengthened the foundation. I migrated ad operations from legacy AdTech to Google DFP, led the CRM system launch, and owned full digital campaign development. From concept creation to cross platform execution, adapted to the reality of each client.
The objective was simple: fewer dependencies, clearer ownership, and systems designed for speed without compromising quality.
Base Camp 3
From Operations to Creative Products
From Operations to Creative Products
CONNECT ADS
MEDIA PRODUCTION HEAD | 2016 - 2021
MEDIA PRODUCTION DIRECTOR | 2021 - 2023
MEDIA PRODUCTION HEAD | 2016 - 2021
MEDIA PRODUCTION DIRECTOR | 2021 - 2023
I established Villa30 as the company’s dedicated creative arm, standing up a focused studio to centralize creative work. The shift moved the business away from pure execution and toward product led thinking, centered on ideas, clients, and scalable offerings.
I led and grew a multidisciplinary team of 11 designers, animators, and developers, owning the full creative operation. From product ideation and client pitching to delivery, pricing, training, and direction.
By introducing clearer workflows and standards, the studio scaled fast. Revenue grew 250 percent in two years, followed by consistent 20 to 30 percent year over year growt
Base Camp 4
Carrying the Mountain When the Path Changed
Carrying the Mountain When the Path Changed
Aleph Group, Inc
Global creative director | 2023 - Present
Global creative director | 2023 - Present
The plan was clear: build and scale a centralized creative team, eliminate agency dependency, unify five distinct brands into one, and operate at a strategic level.
Reality had other ideas.
External shifts led to a hiring pause, while demand continued to grow. To protect continuity, execution moved inward, fast. I absorbed the workload, built speed through systems and standards, and kept delivery seamless and invisible.
External shifts led to a hiring pause, while demand continued to grow. To protect continuity, execution moved inward, fast. I absorbed the workload, built speed through systems and standards, and kept delivery seamless and invisible.
This phase pulled me back to my Base Camp 0 instincts: hands-on execution, speed, and building things myself when the system needed it.
During this phase, I unified five brands into one cohesive corporate identity, defining guidelines, templates, and standards adopted across the organization. In parallel, I built and trained an internal a small creative team, eliminated agency dependency, and oversaw global delivery across five regions,ensuring consistency for the corporate brand and six sub-brands.
I wasn’t just directing the climb.
I was carrying the weight, so the path ahead stayed solid.
I was carrying the weight, so the path ahead stayed solid.
