Lead creative direction and brand strategy for established and emerging companies across identity systems, launches, and campaigns. Selected engagements include:

Amazon Business:

Delivered two high-priority brand activation initiatives following the rebrand, extending the new identity across digital and experiential touchpoints for 6M+ customers in North America, Europe, and Asia.

Informatica:

Directed a comprehensive brand refresh that sharpened the visual language and established a more cohesive brand system in a crowded enterprise cloud data market.

Kubuntu Focus:

Repositioned the brand through a new identity and ecommerce redesign, contributing to a 400% increase in site engagement and a stronger premium market presence.

Additional experience includes Bell Canada, Cisco, Couchsurfing, Dockers, Dow, HSBC, NASA, PC World, Pinkberry, Universal Pictures, and the US Air Force.

Led creative direction and brand governance for the multi-market conversion of Elevance Health’s Wellpoint and Anthem brands in a highly regulated healthcare environment.

Oversaw a large-scale communications program spanning 1,700+ regulated member communications, two brand systems, and shifting market-specific compliance requirements.

Directed a remote team of seven multidisciplinary designers and introduced the standards, templates, and workflows that cut turnaround time by 50% while improving cross-market consistency.

Raised the clarity and usability of critical plan information across print, digital, and video during an aggressive conversion schedule.

Served as primary creative partner to senior leadership, directing brand strategy, positioning, and storytelling for RelayHealth and Change Healthcare.

Built the brand identity and go-to-market creative strategy for Fuse, RelayHealth's flagship data platform, directing internal teams and agency partners across web, video, and experiential channels to establish its entry into the healthcare technology market.

Orchestrated a national go-to-market campaign across marketing, sales, business development, and product channels, driving cross-functional brand expression that contributed to a 30% increase in customer acquisition.

Led an internal multidisciplinary team and multiple agency partners across all brand and campaign deliverables, maintaining coherence across every customer-facing channel.

Founding member of RelayHealth's first internal marketing team, directing brand and content initiatives across U.S. and Canadian markets.

Spearheaded the national Beyond Connectivity brand campaign, building a customer-driven messaging architecture that redefined RelayHealth's voice and competitive positioning.

Drove the corporate brand experience and design system, creating a unified visual language adopted across campaigns, sales, product marketing, and agency-delivered work.

Negotiated transfer of RelayHealth brand stewardship from McKesson's corporate marketing department to an in-house team, securing the creative autonomy that enabled a more agile and differentiated market presence.

Led UX and visual design for SaaS products across RelayHealth's digital ecosystem, aligning product design with brand and marketing objectives.

Redesigned RelayHealth's developer community portal, reducing average solution search time by 33%, leading to direct recruitment by the marketing and communications team.