I work in high-volume, performance-accountable retail environments where creative and commercial outcomes are inseparable.
My focus is not on producing individual assets, but on designing the systems behind them. I diagnose where perception or performance is misaligned, define the structural change required, and build messaging architectures that can scale across markets and channels.
Within Amazon, this has meant leading global Prime and retail campaigns while integrating brand lift, behavioural data and cross-market performance signals into strategic direction.
My background in creative leadership informs how I approach this work. I understand execution deeply, but I operate upstream of it, shaping the frameworks that guide it.
I am interested in strategy as a compounding system. When architecture is right, performance follows.
Outside of work, I mentor emerging creatives from underrepresented communities and continue to explore filmmaking and writing as long-form storytelling disciplines.
Download my CV here.