• What i do

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• Turned briefs into a clear creative point of view: what the campaign needed to say, why people should care, and how the idea should look and behave across channels.
• Led concept reviews with multidisciplinary teams, challenging the thinking behind each route, identifying the strongest ideas, and helping the team develop them into work we could confidently present.
• Set the visual direction and stayed close to the details—reviewing layouts, imagery, typography, storyboards, and motion to keep the execution as strong as the original concept.
• Gave feedback the team could act on: what wasn’t working, why it mattered, and what to explore next. Used those reviews to develop people’s creative judgment as well as improve the work.
• Made team development part of everyday creative work, identifying each team member’s strengths and areas for improvement, then using campaign assignments and feedback to build specific skills and raise the quality of their work.
• Reviewed individual progress and creative output quarterly, turning those reviews into tailored development plans, clear goals, and a career path for each team member.
• Built campaigns across digital, social, OOH, film, and deciding what needed to stay consistent and where an idea needed to change to suit the format.
• Worked with strategy and account teams to resolve unclear briefs, competing priorities, and production constraints before they became problems in the creative work.
• Led client presentations and creative discussions, connecting design decisions to the audience and business objective, addressing objections, and turning feedback into a clear next step.
• Stayed involved from the first concept to final delivery, making creative trade-offs around budget and timing while protecting the elements that made the campaign distinctive.