Leading brand marketing at ZenBusiness as VP of Brand Marketing. Building the brand and creative function from the ground up, shaping our story, and driving awareness, preference, and trust.

ZenBusiness is a platform that helps entrepreneurs with everything from LLC formation to compliance, taxes, banking, and more—all the unglamorous but critical pieces that keep the wheels from falling off as you grow.

Strategic advisor to Freestyle - Building 3D projection mapped AI training and entertainment experiences for water.

Transitioned from client to consultant with this innovation and design studio after our collaborative work at Lyft revealed strong strategic alignment. Providing marketing leadership to a firm comparable to Walt Disney Imagineering, offering integrated concept development across creative, design, architectural, and construction disciplines.

Strategic Impact:

• Led comprehensive brand repositioning initiative that reshaped market positioning and increased new business win rate.

• Transformed business development approach through enhanced narrative strategy, directly contributing to revenue growth.

Executive Production:

• Led cross-functional teams to deliver the X-Men "X-Mansion" and Beetlejuice House for Airbnb's "Icons" platform launch, generating billions in earned media impressions and significant brand visibility.

• Orchestrated all aspects from concept through execution, including creative direction, production management, and experiential design for these flagship destinations.

• Directed experience design, development, and production for Hilton's "Experience Showcase" in NYC, aligning brand experiences with customer acquisition objectives.

Founded and led Lyft's Brand Innovation function (30+ cross-functional team members), reporting to the President and Chief Business Officer. Developed brand-centric initiatives delivering measurable business impact while creating market differentiation in a highly competitive category.

Leadership & Business Impact:

• Managed $20M+ annual budget with demonstrated ROI across innovation portfolio.

• Cultivated strategic partnerships that extended brand reach while reducing acquisition costs.

• Implemented measurement frameworks linking brand initiatives directly to marketplace efficiency metrics.

Signature Innovations:

• Led the development of a confidential, multimillion dollar brand-centric experiences platform.

• Pioneered "Driver Gifts" hospitality platform enabling drivers to gift complimentary rides to passengers in real-time, positioning drivers as hospitality agents while increasing driver satisfaction and rider retention.

• Led end-to-end development of "Glow," a $15M+ advanced in-car connected device with proprietary GPS technology, enhancing pickup experience while generating positive ROI through marketplace efficiency gains. Directed all phases from industrial design through operationalization, delivering a strategic branding asset with measurable business impact.

Founding member of Lyft's Micromobility leadership team, directing brand strategy and industrial design for this high-growth business unit. Led cross-functional initiatives that positioned LBS as North America's largest bike-share provider.

Strategic Leadership:

• Developed integrated brand architecture balancing Lyft master brand with local market relevance for acquired properties including Citibike (NYC) and DIVY (Chicago).

• Led industrial design strategy connecting rider experience to brand vision through vehicle design and digital touchpoints.

Market Growth:

• Instrumental in strategic market share acquisition that established LBS as the category leader in North America.

• Created brand integration playbook for newly launched city systems, respecting local equity while harvesting operational efficiencies.

• Implemented brand activation strategy across major markets, driving awareness and rider acquisition.