Creative leadership and business strategy are at the heart of what I do. Since 2019, I’ve been leading Crunchtime’s brand and marketing creative team—building the team from scratch and guiding it through multiple acquisitions, as the company expanded its product suite.
Prior to Crunchtime, I’ve worked as a senior creative at agencies and led in-house teams at global companies including J. Walter Thompson, LinkedIn, and Treasury Wine Estates. Experiencing both sides of the table has given me a unique perspective on problem-solving and shaped me into an innovative and effective Creative Director.
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Led a brand design refresh to support Crunchtime’s updated positioning. The refresh reflects an AI-powered, human-centered, and innovative visual identity system.
Brand strategy
Design research
Implementation
Cross-functional alignment
Transformed the user conference from technical sessions into an immersive brand experience to inspire attendees and elevate Crunchtime's thought leadership in the industry.
Branding
Experiential design
Conference app design
Presentation design
Led the design of Crunchtime’s 2025 Restaurant Operations Report and created the integrated campaign to expand its reach, strengthening the brand’s authority and visibility in the industry.
Data visualization
Campaign development
Multi-channel execution
Sales enablement tools
Led the campaign creative direction that evolved Crunchtime’s narrative from software tool to aspirational growth partner, positioning the brand as the catalyst for success.
Campaign development
Brand storytelling
Multi-channel execution
Cross-functional alignment
Led Crunchtime’s first-ever brand refresh to energize prospects, customers, users, and employees, increase market awareness, and unify an expanding suite of products.
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I led the end-to-end creative direction of the Ops-In-Action video series, transforming customer success stories into visual narratives that feature how Crunchtime help bring positive impact to our customers and their teams.
Gong cha
Chipotle
P.F. Chang's
Designed Crunchtime’s booth for National Restaurant Association Show—the industry’s largest conference—where strategic traffic flow and bold branding drove a 35% increase in badge scans and a 58% lift in contacts captured.
