30 Years of Craft
Insight
As a Creative Marketing Leader, I believe effective marketing starts with understanding not only a brand’s identity and creative vision, but audience psychology as well.
My approach combines exploring a brand's identity with strategic creative direction - whether leading teams or developing creative work directly.
Measured Impact
Drawing from 30+ years of multi-disciplinary expertise, I craft visual experiences that align users with brand systems. This alignment is a vital component that drives results.
30+ Years Across Industries
Story
My professional career has taken me from character modeling and texture work for Hollywood blockbusters like The Race to Witch Mountain and Speed Racer, to working on AAA games like Grand Theft Auto. Beyond this space, I've been a designer, from essential graphic design and enterprise UI, to product and package design for consumer markets.
Capabilities Gained
Working at this range and scale has given me the ability to see a project from various altitudes; from a pixel's perspective, all the way to the conceptual big picture. This experience has given me fluency in fundamental design principles - from color theory and gestalt to character development and motion.
With this broad fluency, I'm afforded the confidence to guide creative decisions with genuine authority.
Fortune 500 Scale
Story
Enterprise-scale work at Fortune 500 companies like Sutter Health and Xerox expanded my understanding of user psychology and system architecture. At Sutter Health, designing interfaces that worked intuitively for nurses, doctors, secretaries, and management required focus group research into how different audiences react to visual design.
At Xerox/ASC, deconstructing legacy applications and creating new user experiences from wireframe to completion for California's DHCS systems, taught me to balance complex technical requirements with user needs.
Capabilities Gained
This work developed my understanding of user psychology through usability research and the ability to design for diverse user cases.
Following Jakob Nielsen's principles of usability, UX/UI should ultimately serve the users, regardless of a system's complexity. This reinforced another fundamental point:
Providing superior value for users is insturmental for driving business success.
Marketing Director
Story
Marketing leadership began with creating Cloud Vapory from the ground up - developing its brand identity, product positioning, and go-to-market strategy, which helped achieve international distribution in 11 countries within six months.
This evolved into transforming Vulcan Vents from a a relatively unknown product into a market-dominating brand. Through strategic creative campaigns and educational marketing, this drove a 400% growth in 3 years. I am currently leading strategic product launch for FireStorm Building Products, developing a broader line of wildfire defense solutions aligned with emerging market opportunities.
Capabilities Gained
This progression built experience in brand development, campaign strategy, market positioning, educational marketing, team leadership, international expansion, and adapting products for new market opportunities.
I bring together human insight and empathy, brand-building experience, and technical creative skill to turn ideas into brands that grow.
Creative fluency and experience in user psychology afford me a unique approach to creative marketing.
I understand what audiences need to experience at both emotional and rational levels, then craft complete brand strategies that deliver those precise outcomes.
Whether leading creative teams or developing campaigns directly, my approach integrates technical expertise, creative vision, and applied psychology to build brands that don't just communicate - they connect, promote engagement, and drive results.