I take pride in being an approachable, values-driven leader with over 20 years of experience at global brands, design studios, and integrated agencies.
These diverse experiences have provided me with many rewarding and challenging opportunities, including my current role as Head of Brand Creative at Amazon, where I oversee creative work across our entire portfolio of Devices and Services. In a short timeframe, I have successfully led global design programs, product launches, AI/LLM intergration, and our fall launch press event, which reveals our most important innovations. This includes expanding the visual identity system for both the Alexa and FireTV brands, as well as implementing a comprehensive visual communication revamp across the customer journey. These efforts have resulted in the establishment of a distinct visual identity for our brand portfolio, leading to higher brand sentiment and increased customer engagement.
In my previous roles, I have led creative work for leading entertainment brands, managed complete cross-platform rebrands, executed omni-channel campaigns, and directed live-action content. I have also had the privilege to work with Fortune 500 brands such as Maybelline, Disney, Bloomberg, Meta, Compass, HBO Max, Microsoft, IBM, L'Oreal, Louis Vuitton, and PepsiCo.
Although brand design and video storytelling were my functional foundation, I have also developed proficiency in a variety of other areas. These include brand strategy, content production, experiential design, UI/UX, product design, and more.
My focus on the big picture and willingness to dive into the details have been instrumental in achieving success with my teams throughout my career. I am a strong developer of people, a creative problem solver, and someone who knows how to productively challenge the status quo.
Capabilities
Brand strategy
Brand identity
Brand architecture
Brand storytelling
Design systems
Content creation
Experience design
Motion design
UI/UX
Guidelines
Packaging
Education
University of NSW, College of Fine Arts
Bachelor of Digital Media
The Northern Sydney Institute of TAFE
Small Business Management, Certificate IV
Products, IP
Floss®
The new standard for beauty retouch
Floss retouches skin like no other software in its class. Used for digital production, Floss is ultra-fast and produces premium results for all shades of skin.
Toggl™
Social preview tool for campaigns
Toggl is a web app that allows brand partners to preview, review, and approve content across different social placements in one place. Users are able to toggle between Youtube, Instagram, Snapchat and TikTok to see how campaigns span across different platforms in different aspect ratios.
Carflow™
Digital asset management designed for the automotive industry.
Carflow is a dedicated creative workflow that enables automotive brands to localize hundreds of commercials across different languages, regions, and placements.
Experience
Amazon
Head of Brand Creative, Devices & Services
Jul 2021 - Present
Leading global creative, brand design, design systems, onsite (UX) experience, and content creation functions across the entire portfolio of devices and services @ Brand Studio.
The Brand Studio team uses creativity to reveal what matters most about our innovations. Our work builds meaning and connection across our customer’s experience. We do this by thinking and innovating across the entire customer journey from brand identity, packaging, visual storytelling, cross-site experience, as well as offline retail, and across cultural touch-points, like social, PR, and experiential activations.
Alexa, AI/LLM, Echo, FireTV, Fire Tablets, Kindle, 🛰️ Project Kuiper, Astro, Sustainability, Accessibility, Smart Home, New-to-world, Fall Device Launch Event.
LVLY
Chief Creative Officer
Jun 2016 - Jul 2021
Oversaw creative, brand, business and strategic operations for LVLY and its sub-brands, which include Juniper (a full-service branding agency), Decibel (a music production and sonic branding agency), and LVLYHOOD (an integrated production company).
Quietman (sold)
Executive Creative Director
Jan 2014 – Jun 2016
I led the transformation of Quietman from a visual effects boutique into a full-service creative agency and production company. As part of my responsibilities, I managed creative work for various direct client accounts, such as PepsiCo, Fresh Direct, Stella Artois and House of Marley.
LoyalKaspar
Creative Director
Jul 2012 – Jan 2014
Lead creative across large-scale branding projects, content, and new business pitches for a diverse set of clients. I also directed numerous shoots that often featured celebrity talent.
Moving Picture Company
Design Director
Dec 2011 – Jul 2012
Contributed to establishing the design department at the New York studio. Led creative and design direction across various disciplines, including branding, motion, experiential, visual effects, and social content for both big and small brands.
Eyeball
Creative Director
Dec 2009 – Dec 2011
Creative direction and brand design for television commercials, long-form content, channel rebrands, experiential activations as well as brand creative for retained clients: Amazon, GE, Target, Shoe Carnival, and WQXR.