MY STORY HAS THREE CHAPTERS.
I’ve built a career at the intersection of creativity, culture, and technology—grounded in deep human insight and shaped by the cultural forces that connect people and brands in meaningful ways. Across each chapter, my focus has been consistent: creating award-winning ideas that resonate at scale, drive measurable business impact, and endure beyond fleeting trends. Many of these ideas have been adopted and scaled globally, helping transform brands and unlock significant growth.
Global Creative Director: In the first chapter of my career, I served as a global creative leader across multiple agencies, developing and delivering multinational campaigns that drove billion-dollar growth. My work was recognized with industry awards and, more importantly, helped define how global brands show up with relevance and resonance across markets.
Global Creative Strategist: After two decades in agencies, I moved to Meta as a Global Creative Strategist. There, I built strategies, ideas, and scalable systems that harnessed culture, creators, and emerging technologies—including AI—to forge deeper, more enduring connections between people and brands. The focus was not on chasing trends, but on shaping them.
Global Head of Creative Excellence: Today, I lead Creative Excellence at Kenvue, one of the world’s leading CPG companies. In this role, I partner across brand teams, media, and agency ecosystems to elevate creative output to world-class, award-winning standards—embedding excellence into how ideas are developed, executed, and scaled across a global portfolio of over 40 brands.
CHAPTER 1: GLOBAL BRAND-BUILDER
The first half of my career was spent as a Global Creative Director—spanning both art and copy—at leading agencies in London, Frankfurt, Hamburg, Amsterdam, and New York. I led global brands including P&G, Mars, L’Oréal, Nestlé, and Unilever, while also driving high-stakes new business pitches.
BRAND-BUILDING CASE STUDIES:
The following examples are from my time at Saatchi & Saatchi in Frankfurt and New York, where I began as EMEA Creative Director and was later promoted to Global Executive Creative Director. In this role, I led teams across markets and drove integrated ideas in partnership with agencies spanning experiential, POS, eCommerce, PR, and beyond.
PAMPERS “Learning from babies”
Pampers was locked in a “diaper war,” competing on functional claims with little emotional distinction.
I co-created and led a global experiential platform rooted in a simple but powerful idea: when you see the world through a baby’s eyes, you see how to make it better. The concept scaled across cities and channels worldwide, inviting people to “be the baby” in unexpected, culturally relevant ways—demonstrating Pampers’ superiority through both emotional connection and functional proof.
The campaign ran for over a decade, earned multiple industry awards, and was credited by brand leadership with helping grow Pampers from a $2 billion business into P&G’s first $10 billion brand.
IAMS “Keep love strong”
As a science-based dry food, IAMS faced a fundamental challenge: it was perceived as rational and functional, but lacked emotional connection with pet owners—especially compared to wet food.
I developed the award-winning global platform “Keep Love Strong,” built on a simple truth: pet nutrition should keep dogs’ bodies as strong as the love they share with their owners. The idea connected both heart and mind, translating science into something emotionally meaningful and culturally resonant.
The work was recognized by P&G leadership for helping grow IAMS into a billion-dollar brand. Even after the pet division was sold to Mars, the campaign continued to run for years—and the tagline remains on pack today.
PAMPERS “For every little miracle”
When Pampers launched its breakthrough Dry Max diaper—the thinnest and most absorbent to date—a single negative Facebook post quickly escalated into a full-scale brand crisis.
Rather than engage in a reactive debate, we anchored the response in Pampers’ core purpose: supporting parents and babies. We brought this to life through a multifaceted campaign spanning social activations, experiential programs, and real-world support—demonstrating transparency, empathy, and action.
The approach helped restore trust in the brand and was widely recognized as a model for modern crisis management, earning coverage in leading business journals and inspiring a published case study.
CHAPTER 2: GLOBAL SOCIAL STRATEGIST
The second chapter of my career was at Meta, where I initially led multiple global accounts before transitioning to the North America market. There, I focused on developing social-first strategies and ideas across both paid and organic—spanning CPG, retail, beauty, pharma (OTC, Rx, and HCP), food and beverage, B2B, DTC, and social impact.
SOCIAL THOUGHT LEADERSHIP:
My role focused on helping brands build for social in a way that starts with culture—not as an afterthought, but as a foundational input alongside human insight and brand strategy. This meant shaping ideas holistically, then translating them into social-first executions across platforms.
By identifying recurring challenges, I developed scalable solutions across markets—from frameworks that enabled regulated clients to create compliant content in the language of the platform, to narratives and workshops that helped brands engage with culture in more relevant, innovative ways.
SOCIAL-FIRST CASE STUDIES:
The following work is from my time at Meta, where my role varied—from partnering with agencies to working directly with brands. Across every engagement, the ambition went beyond creating strong ideas; it was about unlocking the full power of social platforms and scaling those learnings across markets.
PAMPERS “Love notes to self”
Pampers needed to build a deeper connection with young moms, tapping into a powerful insight: many feel they’re not doing a good enough job. While the brand had created a strong TV spot, it needed a more participatory idea to shift that negative mindset.
I identified a behavior rooted in self-help—mirror affirmations, where women leave positive messages for themselves—and reimagined it for social. We brought the idea to life through AR filters and GIFs, partnering with mom creators to make it feel authentic, shareable, and culturally relevant.
VA “Let my tattoos do the talking”
Many veterans struggle silently when transitioning to civilian life. While the VA offers support, too many never take the first step to reach out. Our mission was to change that.
We tapped into a powerful cultural truth: veterans may not openly share their emotions, but they express them through tattoos—personal symbols that serve as mantras and markers of identity within the community. We harnessed this behavior by co-creating authentic tattoo designs with veteran artists and making them accessible through AR, allowing veterans to wear and share them digitally. Veteran creators then used the filters as a catalyst to spark conversation and connection.
The campaign drove record traffic to the VA website and became the highest-performing Ad Council initiative on Meta platforms.
LEGO “Build your Kronkinwongi”
LEGO’s purpose is to inspire the builders of tomorrow, but the brand was losing affinity with moms. Our task was to reignite that connection.
We introduced a simple but powerful idea: a made-up word—“Kronkiwongi”—and invited kids to build whatever it meant to them, with no instructions. By removing rules, we unlocked pure creativity. We then captured these creations in their homes, letting kids tell the stories behind what they built, and expanded the idea into a broader content ecosystem designed to inspire participation at scale.
The campaign ran across 30 countries in 15 languages, delivering record-breaking results. It earned multiple awards and was shortlisted for two Cannes Lions, including Titanium.
ALWAYS “Let’s end period poverty”
Gen Z girls lacked affinity with Always, and the brand set out to engage them through its #EndPeriodPoverty initiative.
We tapped into a key insight: this generation is highly motivated by causes, but needs tangible ways to participate. We created a set of powerful, recognizable symbols of period poverty—crumpled toilet paper, towels, and socks—highlighting the reality of what many girls are forced to use without access to proper products. These symbols became the foundation for creator-led content, inspiring participation and advocacy, while also being integrated into the brand’s own storytelling.
The campaign surpassed its goals, broke CPG category norms across key metrics, and demonstrated the power of culturally driven, purpose-led engagement.
Collaboration with multiple agency partners.
OLD SPICE “48-hour Live demo”
P&G is known for product demos, but in categories like deodorant they often feel purely functional. To dramatize the efficacy of Old Spice, we reimagined the demo as a live endurance event.
We created a 48-hour Facebook Live experience that put the product to the ultimate test. To drive tune-in, we built a full ecosystem of teasers and reminder ads. During the event, we sustained engagement by publishing real-time content from the live feed and inviting viewers to suggest activities—turning a traditional demo into participatory entertainment.
Collaboration with W&K Brazil.
McDONALD’S ‘Fry futbol’
Our challenge was to make McDonald’s more relevant during the World Cup.
Rather than compete with the game, we joined it—recreating the best plays of each day using McDonald’s fries. We built a stadium entirely out of McDonald’s packaging and produced content in real time throughout the tournament, turning iconic футбol moments into playful, shareable brand storytelling.
The campaign scaled across 37 countries, broke category norms across key metrics, and earned multiple industry awards.
THE LAUNDRESS “Rock star launch”
The Laundress partnered with John Mayer on a product collaboration, with the goal of driving strong, immediate sales.
We built the launch around a multi-phase “Live Drop” strategy—tease, drop, and sustain—designed for social. At the center was an Instagram Live event that quite literally aired John’s “dirty laundry,” blending storytelling with seamless, integrated shopping to convert attention into action in real time.
The campaign delivered record-breaking sales during the live event and sustained momentum in the weeks that followed.