Creative Marketer, Hands-on Designer,
Brand Builder

I help build brands through creativity and design thinking. A good portion of my time is spent communicating and selling creative ideas in a complex, multifaceted global company. I’m also a hands-on designer because, at the end of the day, creators need to create. It’s how we’re wired. In addition to global in-house brands, I’ve worked on the agency side where each brand is unique and quickly understanding how to connect with their customer is imperative.

Back in the day

When I was a kid, my dad would pay me $1 for every drawing I made. At first, I saw this as a lucrative business opportunity. Shortly after though, I became dissatisfied with the illustrations I turned in and came back to the drawing board (literally). I knew I could do better. I wanted to do better. This began a process of self-evaluation and critical thinking that drives my creative process to this day.

Design process

My design process and leadership style is half right-brained, half left-brained. I start off with a very logical, process-oriented set of parameters to define a problem. Then the right-side kicks in and the emotional, visceral, creative ideas start to come out. From there, it becomes a winding road of analytical thinking and creative ideas until the problem is solved. I find that creative leaders need to walk this balance.

Brands I've worked with

Key accomplishments

UX / UI

Lead visual design and user experience for GE Digital’s first web presence, acting as a lead generation engine with 250,000 page views per month.

Creative Direction

Created the visual identity for GE’s Commercial Women’s Storytelling Initiative, a program designed to enhance the leadership skills of women in commercial (sales, marketing and product management) functions through the science of 'strategic storytelling.'

Events + Experiential

Provided creative direction for GE’s annual Minds + Machines conference for the past several years. With almost 4000 customers, partners, and analysts in attendance in 2017, we drove $525MM in pipeline, $26MM in deals signed, and had 229 pieces of media coverage.

Content Marketing

Designed and implemented processes for our content marketing engine.

Merger + Acquisition

Developed and lead acquisition brand strategy for numerous acquisitions, including Meridium ($495MM) and ServiceMax ($915MM).

Product Porfolio Branding

Lead the visual design system and ingredient brand architecture for Predix, GE’s platform for the Industrial Internet.

Sales Enablement

Managed and built systems for producing content to enable sellers. This includes interactive applications, like GE Snapshot, that allowed users to sort through hundreds of customer stories through filtering of industry, asset type, and location.

Strategic Partnerships

Facilitated co-branding and marketing execution for partner relationships, including Apple, Microsoft, and Intel.

Brand Identity

Collaborated as a business stakeholder on GE’s brand positioning as a digital industrial company.

Expertise

Creative Direction, Visual Design, Brand Strategy, Content Marketing + Development, Environmental + Experiential Design, Lead Nurture, Campaign Strategy + Execution, UX/UI, Merger + Acquisition Brand Strategy, Responsive Design, Illustration, Digital Innovation, Inbound + Social Creative, Storytelling