ABOUT
I think beyond
the deliverable.
I’m a designer and strategist who connects brand, audience, creative, and experience — turning ideas into things people can actually see, use, and remember.
CREATIVE STRATEGIST · LOS ANGELES
EDUCATION
BA Graphic Design,
Minor in Marketing ·
California State University, Northridge
EXPERIENCE
Five years · Marketing, events, sales
NOW
Five years · Marketing, events, sales
LOOKING FOR
Brand & creative strategy roles
HOW I GOT HERE
I didn't learn strategy from behind a computer.
I worked in food and beverage all through college while getting my design degree. I liked people, and I liked figuring out how to make someone's experience better — without realizing how much that would shape what I wanted to do.
At Hilton I saw how the things I designed were actually used — by guests, by planners, by the sales team. At Sheraton I've contributed to rebranding work, which pulled me toward the bigger picture. I love the design itself. I'm more interested in what happens after it's out in the world.
ON THE TRANSITION
My current title is Catering Sales Manager, and I don't see that as separate from brand strategy. Hospitality and sales taught me how people actually make decisions. Design gave me the creative foundation. Marketing taught me to connect the two to a real goal.
I don't just know how to make something look good or come up with an idea. I've spent years learning what happens after the idea leaves the screen and meets an actual person.
Somewhere in the middle of strategy and creative. Not handing off a deck and disappearing, not only executing someone else's idea — working a brand or campaign from the audience and the problem through to how it actually shows up.
I'm not narrowing myself to one medium yet. I'd rather be the person who connects the dots.
WHAT'S NEXT
WHAT I BELIEVE
Good design has to do something.
Help someone understand, decide, or have a better time.
The experience around the product is the product.
How it's presented. How people move through it. What makes someone choose it.
Restraint is a strategy.
You don't always have to add more to make something memorable.
HOW I WORK
I notice inconsistency before I notice anything else.
When the signage, menu, lighting, and service don't feel like they belong to the same place. When a sign technically gives you the information you need but makes you work too hard to find it. That habit is where the work starts.
01
Find the tension
What the brand says versus what the audience actually believes.
02
Build the idea
The positioning and through-line that hold everything together.
03
Make it real
Identity, content, activations, pages — where strategy lands or evaporates.
AI, IN THE
PROCESS
I use AI to think further, not to think for me.
It's a thinking partner and a second set of eyes. I use it to pressure-test an idea, explore directions I wouldn't have reached alone, synthesize research, challenge my own assumptions, and get unstuck when something isn't landing.
What it doesn't do is decide. The strategy, the judgment, the taste, and the creative direction are still mine — AI just gets me to the version of the idea I'd have found eventually, sooner.
OFF THE CLOCK
I travel whenever I can, usually with a little too much curiosity about where I’m going. I love exploring new places, finding the spots worth remembering, and experiencing a city beyond the obvious.
Outside of work, I like staying active, trying new things, and spending time with my cat, Daisy. I’m happiest when I have somewhere new to go, something new to discover, or a trip to look forward to.
