HELLO, DENTSU FRIENDS! ✨
I am a digital creative leader currently driving internal success for Adobe at Dentsu Creative. Having mastered the intersection of paid social and partnerships—complemented by an extensive background in managing organic strategy—I am uniquely positioned to transition into the VP of Organic, Influencer, and Paid Social role.
My leadership is established; as a former SVP of Social at Digitas, I directed global strategy for Visa, navigating complex stakeholder environments to drive commercial growth. From launching Adobe Firefly to scaling mobile engagement, my career spans high-level strategy and hands-on execution across the full social ecosystem.
I am prepared to serve as the strategic bridge between performance and creative, ensuring an integrated, high-impact social practice that maximizes value for our partners.
Cool, now let’s dive into it. ↓
✨ ADOBE FIREFLY’S AGENCY LEAD ✨
In a sea of generative AI tools, Adobe’s top-priority product has been my main focus as a director this year at Dentsu. I lead a core team of 8-10, consistently delivering top-tier creative while partnering closely with the Adobe Studio.
Together, we’re evolving not only the tool itself but also how it integrates across the Adobe Suite. My role spans overseeing creative architecture, translating complex features into everyday workflows for creators, and managing thousands of digital deliverables for quarterly releases.
THE UNLOCKER ROOM
To celebrate Adobe’s first-ever partnership with Major League Baseball as its official Creativity Sponsor, our team at Dentsu launched The Unlocker Room — a one-of-a-kind fan experience unveiled during the 2025 MLB All-Star Week in Atlanta.
This immersive activation invited fans into a reimagined locker room powered by Adobe’s latest creative tools. From AI-powered jersey customization to Adobe Express photo booth templates, attendees could personalize their experience like never before. In just hours, hundreds of custom jerseys were produced and thousands of fans walked away with downloads of Adobe Express on mobile — turning a moment of engagement into a long-term brand connection.
Dentsu
My Role: Led creative concept development, experience production, and visual design. Additionally, I defined the creative framework for performance marketing efforts, including email campaigns and online video strategy.
ADOBE MLB POST SEASON MASCOTS
To celebrate the MLB Postseason, Adobe partnered with Major League Baseball to launch an interactive mascot creation challenge using Adobe Firefly generative AI in Adobe Express. Fans were invited to quickly design their own fantastical mascots, with submissions entered into a bracket-style “Mascot Playoffs” where the community could vote for their favorites in live polls.
To get the campaign in full swing for fans, we brought All-Star catcher Cal Raleigh into Adobe’s Seattle office, where he creative directed his own custom mascot. His participation helped inspire fans across the country to start creating and compete in the mascot showdown.
Dentsu
My Role: Creative Director who led creative concept development, content production, and visual design. Additionally, I defined the creative framework for performance marketing efforts, including social calandar strategy.
Three years as creative director for
ADOBE SOCIAL CAMPAIGNS
ABOUT ADOBE NEWSROOM
Newsroom is an internal social franchise at Adobe where a mix of organic, evergreen, and trending content flourish across their various channels. As creative director/creator within this social team, my responsibilities have encompassed overseeing visual content, providing leadership to design teams, cultivating collaborations with top-tier influencers, and maintaining the creative point of view in content creation across Instagram, TikTok, and Twitter(I refuse to call it X). Going beyond post creation, I've formulated successful social strategies, harnessed the momentum of viral trends, orchestrated social-first launches for Adobe's latest products, and ensured repeatable processes to maintain brand values and benchmarks.
The Outcast Agency and Kvell
My Role: Oversaw design production, worked hands-on, led brainstorms, and presented concepts while collaborating closely with strategy.⤵
ORGANIC SOCIAL FAN FAVORITES
Gen Z Creator Content / Influencer Relations
PHOTOSHOP
EXPRESS CREATORS
PHOTOSHOP EXPRESS LAUNCH ✨
The Photoshop Express team challenged us to reshape their Instagram presence and align the brand with Gen Z creators crafting culture, rather than imitating it.
Using Photoshop Express, we invited impossible imagery artists to inspire creativity and app downloads. Our content emphasized shared moments, lifestyle aspirations, and individual expression while tapping into Gen Z trends and narratives.
The results were outstanding: a 291% follower increase, 122% higher engagement, 761% more social interactions, and a strengthened position for Photoshop Express in Gen Z culture.
Kvell
My Role: I have created concepts, approved and provided briefs to creators, designed frameworks, and managed production timelines to ensure timely deliveries.⤵
Template Creation / Influencer Relations
EXPRESS INFLUENCERS
ADOBE EXPRESS IT WITH CREATORS
Adobe Express is a standout in the prosumer design app space, competing with tools like Canva and becoming a go-to for entrepreneurs, students, and social managers.
The Adobe team tasked us with creating exceptional templates rooted in real user experiences, leading to the launch of Express Influencers. We collaborated with creators aligned with the target audience to design templates tailored to their needs and showcased remixing ease through videos demonstrating quick adaptation for various brands.
The Outcast Agency
My Role: Oversaw design production, worked hands-on, led brainstorms, interviewed creators, and presented concepts while collaborating closely with strategy and the Adobe Express team.⤵
Social Moment
40 YEARS OF ADOBE
GETTING WEIRD FOR ADOBE’S 40TH
In 2023, Adobe celebrated 40 years of pioneering digital creativity. Our task was to create social-first content highlighting key milestones like its founding, Photoshop's launch, the PDF's creation, and its first AI tools. We crafted posts reflecting on past innovations, honoring contributors, and inspiring creativity for the next 40 years.
The Outcast Agency
My Role: Oversaw design production, collaborated closely with strategy and the Adobe team, worked hands-on, led brainstorms, interviewed creators, and presented concepts.⤵
Product Launch
ADOBE FIREFLY
REVEALING ADOBE FIREFLY TO THE WORLD
In 2023, Adobe celebrated 40 years of pioneering digital creativity. Our task was to create social-first content highlighting key milestones like its founding, Photoshop's launch, the PDF's creation, and its first AI tools. We crafted posts reflecting on past innovations, honoring contributors, and inspiring creativity for the next 40 years.
The Outcast Agency
My Role: Oversaw design production, collaborated closely with strategy and the Adobe team, worked hands-on trialing the Adobe Firefly Beta, conducted Generative AI research with team, led brainstorms, and presented concepts.⤵
Supportive Event Content
ADOBE MAX
SUPPORTING ADOBE MAX, EVERY POST OF THE WAY
With Outcast and Kvell, I led ongoing design and concept support on the ground for the last 2 years. My oversight and collective team efforts provided supportive content to enhance the in-event experience for virtual attendees worldwide. Utilizing social listening and extracting micro-insights from the event, we have successfully democratized moments, trending discussions, and the latest Adobe MAX announcements across various platforms.
The Outcast Agency and Kvell
My Role: Laughed. Cried 😉. Oversaw design, conducted social listening groups, worked hands-on, led brainstorms, and presented concepts while collaborating closely with strategy.⤵
VENDER AND TEAM MANAGEMENT
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360° Design Process
Oversight of post design, templates, AI prompts, and maintenance of multiple Adobe guidelines and brand/creator styles for online assets.
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UGC Content
Perfecting edutainment content that creators on TikTok not only like💓 but save for later.
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Creator Relations
From seeking out creators to briefing them and collaborating with them within speedy timelines.
MORE PROJECTS
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CHEVROLET GOALKEEPERS CAMPAIGN
CW McCann, Detroit.
Art Direction and Design lead for the campaign. Oversaw concept, social extensions, video editing, and online content. Also won a bunch of Clios. ⤵
6 Clio Awards ☝️
R&R Partners, LA.
I was the Associate Creative Director who led the rebranding of the city and the rollout of its paid/organic social glow-up, here.⤵
LAS VEGAS REBRAND LAUNCH
ELA Advertising, LA.
I moved to California in 2018 and worked as an Associate Creative Director for TikTok at ELA Advertising. I led a small design team and directed some projects that I am proud of. Here are my favorites.⤵
TIKTOK PAID SOCIAL CAMPAIGNS
The Beach House, LA.
Creative Director of video content and design lead for the 2023 event. Oversaw event collateral, video production, photography, and social assets.⤵
LAND ROVER TREK EXPERIENTIAL
BUD ZERO EARNED MEDIA CAMPAIGN
Draftline, NYC.
Creative lead across concept, design direction, social, and earned oversight. ⤵
The Beach House, LA.
Creative Director and design for a fun e-scooter brand where I help oversee social content, influencers, online videos, guidelines, and more.⤵
UNAGI SCOOTERS BRAND CONTENT
Design Systems With Collab West ↴
Video and GFX Direction ↴
Jaguar Racing → The Beach House
Keynote Animation → The Beach House
Man United Trailers → Commonwealth McCann
References? ↴