About Me

At ByHeart, I led the in-house design and copy team and was responsible for how the brand showed up meaning its voice, visual world, and point of view. My focus was making work that felt culturally sharp, emotional, and grounded in what actually mattered to parents, while still delivering on the business objectives. I pushed the team to take smart risks, raise the bar creatively, and bring clarity to a category that is incredibly personal, all while building a great creative culture. I worked closely with Brand, Comms, Digital, Retail, Medical, and R&D to make sure creative wasn’t just executing against strategy, but helping shape it. I also oversaw agency and partner work to ensure everything felt cohesive and true to the brand.

Before that, at Ritual, I built and ran a multidisciplinary creative team across design, video, and copy. I led concepting and execution for big, story-driven concepts while partnering closely with leaders across Brand, Growth, Social and Innovation to translate business needs into work that was thoughtful and modern. I also worked hand-in-hand with creative ops on planning, budgeting, hiring, and resourcing.