About

 

I build brands people feel something about — and make them pay off on the P&L.

 

For 20+ years I've done one job under a lot of titles: find the gap between where a brand is and where it could be, and close it — with strategy, craft, and accountability to the number. On paper the industries look unrelated: big-box retail, enterprise SaaS, healthcare, entertainment. In practice the assignment never changed — own the brand, guide and elevate the creative, and hold the voice and tone steady so the brand is unmistakably itself everywhere a person meets it. The category changes. The craft doesn't.

There's a thread most people miss in my background: I've led brand and creative for vertically integrated companies — and owned it across every vertical at once. Not one product line or one channel, but the whole stack: the master brand and its sub-brands, the packaging and the campaign, the physical store and the digital ecosystem, the B2B pitch and the B2C loyalty program. It's a rare vantage point, and it's taught me how a brand has to bend across very different businesses without ever breaking.

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A few gaps I've closed

• OfficeMax — grew private-label margin from 7% to 25% on a good-better-best architecture (TUL, Brenton Studio); generated $11M from a single B2B publication and $6M in earned value from ElfYourself.

• Redbox — built the in-house creative studio from a single seat; led the brand from kiosks into a full digital ecosystem through a 2021 IPO and 2023 acquisition; saved ~$20M a year ending agency dependency.

• CDK Global — built a corporate brand from zero as the company spun out of ADP into a $2B public company; drove a 20% lift in sales conversions.

• WellNow — rebuilt the end-to-end brand and customer experience in a compliance-heavy healthcare environment.

 

I'm also an early, hands-on practitioner of AI in creative and marketing — MIT-certified in human-computer interaction, and building two AI-native products of my own, including Branfix, RentSome (Live in App Store) and Styled (WIP)