CREATIVE
EXECUTIVE.
ONE PLATFORM.
THREE FORMATS.
Seltzers
100MG Elixir
Sodas
One portfolio across seltzers, concentrated elixir and soda — with format, potency and flavor cues strong enough to work at shelf and in motion.
The work behaves like real CPG: legible from distance, flavor-forward, easy to navigate, and built for portfolio expansion.
RANGE WITHOUT
LOSING THE BRAND.
Core Edibles
Original
Sour
Tropical
Sleep
Lemonade
Super Star
Family-level differentiation makes a large assortment easier to navigate without fragmenting the master brand.
Each package earns its own world while sharing a consistent hierarchy and silhouette.
Super Star turns the edible into a hero object and creates a more expressive campaign language.
BUILT FOR
THE SHELF.
Cigar Leaf Wraps
Cigar Leaf Cones
Fronto Whole Leaf
Career experience extends beyond dispensary into smoke, convenience and beverage retail — including 7-Eleven, Circle K and BevMo.
Clear flavor coding and hierarchy make a regulated assortment easy to scan, easy to merchandise and easy to extend.
Creative decisions account for warnings, compliance space, retail visibility and product architecture from the start.
PREMIUM PRODUCT.
FULL ROLLOUT.
Product Renders
Preroll Extension
MAKE THE MEDIA
IMPOSSIBLE
TO IGNORE.
FLYING BY TO SAY HIGH.
A 40 × 80 aerial banner turned the sky over Los Angeles and Orange County into the media buy.
OWN THE CATEGORY.
A bold claim, a singular gesture and a board designed to read instantly at speed.
SET THE DIRECTION.
STAY CLOSE TO THE WORK.
I operate on both sides of the creative equation: shaping the strategy before the work begins and staying close enough to execution to make sure the idea lands. The goal is not to be the loudest person in the room. It is to create clarity, set a high bar and give talented people the room to do the best work of their careers.
Start with the why.
Turn business goals, audience insight and cultural context into a creative strategy people can actually build from.
Make the idea clear.
Give teams a sharp point of view, the right guardrails and a standard that connects strategy to every customer touchpoint.
Let your superstars be superstars.
Great people do their best work when they have trust, ownership and room to bring something to the table. My job is to recognize talent, remove noise and make the team better together.
Stay in the work.
I can move from executive strategy to creative review, set, edit, launch and final execution without losing the thread. Strategy matters because it survives contact with the real world.