PRINCIPLES
1/Good design deepens our experience with the material world. 2/Simplicity is the practice of removing the non-essential. 3/Brand building is the creation of corporate mythology. 4/Design is the creation of intentional change. 5/Impactful design is derived from interrogating and recontextualizing common archetypal and cultural patterns.
LAST UPDATE
April 20, 2025
Experience
For over fifteen years, I’ve led brand storytelling and design at the intersection of culture and innovation, translating complexity into clarity so customers can act faster, choose confidently, and get real value from technology. I build and lead creative teams with the conviction that design is a strategic function: it accelerates decisions, aligns organizations, and moves the business forward.
As ECD, Head of Brand Creative for Amazon Devices & Services, I lead the creative vision for Alexa+, Echo, Fire TV, Kindle, and new-to-world products—defining how millions experience Amazon's hardware, services, and AI worldwide. My team crafts the company's most visible, high-stakes moments, including Amazon's annual Fall Launch, where we shape narrative, film, motion, environment, keynote, and live experiences alongside senior leadership.
I am known for a high creative bar and an intolerance for mediocrity. I build systems that scale, lead teams through pressure and ambiguity, and deliver work that doesn’t just look beautiful, but earns customer trust and makes technology feel unmistakably human.
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