Creative Leader | Modern Brand Builder | Agency Co-Founder

About

I transform how agencies create and lead organizations toward remarkable work in today's digital landscape. With a background in creative advertising and experience co-founding a modern creative agency, I'm an award-winning creative leader and innovator, with a passion for connecting brands and people where culture, commerce, and community converge.

Creative Leadership & Innovation

As Principal and Head of Content at LERMA/ (ADWEEK's #4 2024 Fastest Growing Medium-Sized Agency in the US and AdAge's 2022 and 2023 Small Agency of the Year), I lead our hybrid Creative Production Group in transforming how we conceive and create. By integrating production into the creative process from the start, we develop groundbreaking platform-first creative and innovative ways to bring ideas to life. Working closely with our Brand and Social Strategy teams, we're evolving how we create content that captivates audiences across the digital ecosystem.

Philosophy & Approach

I believe the most impactful creative happens when brands connect authentively with people where they live their digital lives. My work in creative innovation and agency transformation centers on three key areas:

Creative Innovation - Pioneering new approaches to brand storytelling across the digital ecosystem
Agency Evolution - Building nimble, hybrid teams that bridge creative craft and modern production
Organizational Transformation - Developing new models for how agencies create and operate at scale

Throughout my career as a creative leader, I've focused on building versatile teams and developing innovative approaches that prioritize the fundamentals of great advertising - storytelling, craftsmanship, innovation - while delivering creative that resonates across platforms and audiences.

Experience & Impact

Trade School

In 2019, I co-founded Trade School, an independent creative agency built for what's next. As Managing Director, Creative & Production and Head of Creative, I helped evolve the agency from a content shop to a sophisticated creative partner for Fortune 100 brands. Through our Dynamic Creative Studio, we delivered hundreds of integrated campaigns and thousands of creative assets annually while maintaining creative excellence across every execution.

Agency Leadership

Before Trade School, I served as creative lead for 22Squared's content practice, creating award-winning work including their first-ever Cannes Lion. I grew The Home Depot from a project into the agency's third-largest account through creative innovation and operational excellence. Earlier in my career, I held creative leadership positions at Arnold Worldwide and created integrated campaigns at McKinney and BBDO across travel, finance, retail, healthcare, and technology categories.

Recognition & Approach

While my work has been recognized by Cannes Lions, One Show, Effies, and others, I'm most proud of helping agencies and brands find innovative ways to move people and business. I'm an avid collaborator and empathetic leader who believes in tackling complex problems with equal parts creative ingenuity and operational innovation.

What I do: