MY STORY HAS 2 CHAPTERS.
I’ve built a multifaceted career at the intersection of creativity, culture, and tech at both global creative agencies and at Meta. What’s common across both chapters is that my strategies and ideas are always grounded in deep relevant human insights as well as cultural insights that connect people and brands in innovative ways. Much of that thinking has been scaled globally to help others do the same.
Global Creative Director: For the first half, I was as global creative at multiple creative agencies and was recognized and awarded for building multi-national ideas that drove billion-dollar growth.
Creative Strategist: After 2 decades at creative agencies, I moved to Meta to become a global creative strategist where I built strategies, ideas and scaled systems that leveraged culture, creators, AI, and innovation to forge deeper connections between people and brands that go far beyond fleeting trends.
CHAPTER 1: GLOBAL BRAND-BUILDER
The first half of my career was as a Global Creative Director (both art & copy) at agencies in London, Frankfurt, Hamburg, Amsterdam, and New York, where I led global accounts such as: P&G, Mars, L’Oréal, Nestlé, Unilever, and multiple new business pitches.
BRAND-BUILDING CASE STUDIES:
The following examples are from Saatchi & Saatchi Frankfurt & New York, where I began as a EMEA Creative Director and was later promoted to Global Executive Creative Director. In addition to leading teams around the world, I led the ideas across our partner agencies including experiential, POS, eCommerce, PR and more.
PAMPERS “Learning from babies”
Pampers was stuck in a ‘diaper war’ comparing functional benefits against other brands.
I co-created and led this global experiential idea: when you see the world through a baby’s eyes, you see how to make it better. It scaled across cities and medium worldwide, so people could ‘be a baby’ in surprising and relevant ways and easily see why Pampers was better through both the heart and mind.
The campaign won numerous awards and endured for a decade. It was credited by CMOs for helping to grow Pampers from $2 billion into P&G’s first $10 billion brand.
IAMS “Keep love strong”
Science-based dry food is ‘dry’ compared to wet food and hard to connect emotionally with pet owners.
I developed the award-winning global platform that connected both the heart and mind: keeping pets’ bodies as strong as their love.
This work earned recognition from P&G’s leadership for helping Iams grow into a billion-dollar brand. Even after P&G sold its pet division to Mars, the campaign continued running for years. The tagline remains on the bag.
PAMPERS “For every little miracle”
When Pampers introduced its revolutionary Dry Max diaper—the thinnest, most absorbent ever—a single negative Facebook post sparked a major crisis.
Rather than have a debate, we focused on our purpose and demonstrated our commitment to support parents and babies with a multifaceted campaign, including social activations, and experiential events.
This approach restored trust in Pampers, and was featured in multiple business journals and even a book was written about it.
CHAPTER 2: SOCIAL STRATEGIST
The second half of my career was at Meta where initially I led multiple Global Accounts and later I moved to the NA market where my focus was on developing social strategies and ideas for paid and organic across CPG, Retail, Beauty, Pharma (OTC, Rx & HCP), Food&Bev, B2B, DTC, Social Good and more.
SOCIAL-FIRST THOUGHT LEADERSHIP:
My role focused on helping brands build with a social‑first mindset from strategy through execution, which allowed me to identify recurring challenges and proactively build and scale solutions globally. From solutions that helped regulated clients build compliant content in the language of the platform - to a variety of narratives and workshops that help clients build with culture in relevant and innovative ways.
SOCIAL-FIRST CASE STUDIES:
The following work is from my time at Meta, where my role varied—sometimes collaborating with agencies, or working directly with brands. Across it all, our goal always went beyond building great ideas; we aimed to push the power of social platforms and scale the learning.
PAMPERS “Love notes to self”
Pampers needed to connect better with young moms and tapped into the fact that most worry they're not doing a good enough job. They created a nice TV ad, but needed to do more to change a negative mindset.
I uncovered a self-help tool called 'mirror affirmations' where women write positive messages and stick them on mirrors - but we made it virtual with AR filters and gifs and worked with mom creators to bring it to life.
VA “Let my tattoos do the talking”
Many veterans silently struggle when transitioning to civilian life. The VA offers help, but many soldiers don’t reach out. Our mission was to change this.
Most soldiers don't wear their hearts on their sleeves, but wear them on their skin in the form of tattoos, serving as mantras and connect the military community. Our idea was to harness this power. We designed tattoos with Veteran tattoo artists and made them accessible to all with AR. Veteran creators used the filter as a catalyst.
The campaign drove record levels of veterans to the website and is Meta’s highest performing Ad Council initiative.
LEGO “Build your Kronkinwongi”
Lego’s purpose is to inspire builder's of tomorrow, but they were losing brand affinity with moms. Our task was to re-inspire them.
We made up a word: 'Kronkiwongi' then asked kids to build one with Lego and no other instructions. We went to their homes and asked them to show and tell us about it. We built the content into an ecosystem of assets to inspire others to join in.
The campaign ran in 30 countries in 15 languages with record-breaking results, winning multiple awards and was shortlisted for 2 Cannes Lions, including a Titanium.
ALWAYS “Let’s end period poverty”
GenZ girls lacked affinity with Always and we were tasked to get them engaged via their #endperiodpoverty campaign.
Young girls are very involved in cause-driven activities, so we created inspiration and tools for them to join us. We created a range of iconic symbols of period poverty: crumpled toilet paper, towels and socks - as these are what girls use when they can’t afford pads. We enlisted creators to use these elements to inspire others. The symbols were part of brand content too.
The campaign surpassed their goals and broke CPG norms across all metrics.
Collaboration with multiple agencies.
OLD SPICE “48-hour Live demo”
P&G is synonymous with product demos, but they can be rather functional, especially for deodorant. To dramatize efficacy of Old Spice, we created the ultimate 48-hour demo with Facebook Live. To ensure that people tuned in, we created an ecosystem of teasers and reminder ads.
To keep people tuned in, we pushed out content throughout the 2 days with the live footage and invited viewers to suggest activities.
Collaboration with W&K Brazil.
McDONALD’S ‘Fry futbol’
Our challenge was to make McDonald’s more relevant during the World Cup.
We didn’t try to beat ‘em, instead we joined the game - by recreating the best plays of the day in fries. We created a stadium made entirely of McDonald's packaging and worked every night during the championship to create the content
The campaign scaled across 37 countries and broke all vertical norms and won multiple awards.
THE LAUNDRESS “Rock star launch”
The Laundress created a product collaboration with singer John Mayer and our task was to ensure it led to strong product sales.
The launch was centered around a Live Drop in a multi-phased strategy: tease, drop, and sustain. The content literally aired John’s dirty laundry and integrated a seamless shopping functionality during the Instagram LIVE event.
The campaign generated record-breaking sales during the event and following weeks.