Where strategy
meets execution.
I translate complex objectives into clear briefs that creatives can build from, developers can scope, and media planners can activate. Broad enough to see the whole board. Deep enough to roll up my sleeves.
Brand & Campaign Strategy
Personas, audience segmentation, competitive positioning, content ecosystems. Built for national brands across CPG, retail, and healthcare.
AI-Powered Workflows
Designed and deployed AI-assisted reporting, content generation, and cross-team collaboration tools. Early builder, not just a user.
Platform & Web Development
Frontend builds, design systems, custom apps, and embedded tooling. Enough technical depth to scope work and ship production code.
The strategist who speaks every language in the room.
Creatives need a clear brief, not a deck. Developers need scoped requirements, not vague asks. Media planners need channel logic, not campaign themes. I've worked in enough disciplines to translate across all three — and build the tools when none exist.
The longer version.
I'm a strategist and creative technologist with 7+ years across agency, freelance, and in-house environments. I started in programmatic strategy at The Richards Group, moved into social and brand strategy at LERMA/, and have spent the last few years building at the intersection of marketing and product.
At LERMA/ I led strategy for Avocados From Mexico, The Salvation Army, and The Home Depot — including two Super Bowl campaigns. I also built internal AI tooling that automated image tagging, post generation, and team review workflows, which was featured in AdAge.
Today I work across growth marketing, design systems, and frontend development — mostly for NuuVim, a GLP-1 telehealth company. Texas A&M. Studied Sociology and Media Philosophy, which turns out to be exactly the right background for this job.
Disciplines
- Brand Strategy & Competitive Positioning
- Full-Funnel Social & Digital Strategy
- AI-Powered Workflow Development
- Frontend & Web Development
- Data & Analytics (GA4, PowerBI, Datorama)
- Video Production & Scripting
Brands I've worked on
- Avocados From Mexico
- The Home Depot
- The Salvation Army
- Dr Pepper / Fansville
- Bai Boost (ANA Award)
- NuuVim (GLP-1 Telehealth)
Things I've built.
National campaigns, internal platforms, design systems, and AI-powered tools. Filter by discipline.
Super Bowl Campaign Strategy
Led social and digital strategy for two consecutive Super Bowl campaigns. The brand became the #1 most positively mentioned brand during Super Bowl 2023 — measured across social platforms. Persona development, audience segmentation, integrated content ecosystem, real-time activation playbook.
AI-Powered CMS & Workflow System
Built an in-house AI content management system for automated image tagging, variation generation, social post building, and team review workflows. Featured in AdAge. Cut production time significantly across creative and strategy teams.
Proprietary AI Image Model
Co-developed a proprietary AI image generation model focused on diversifying AI-generated visual output. Addressed systemic representation gaps in commercial image AI. Featured in AdAge.
Fansville — Esports Activation
Digital strategy for the Webby Award-honored Fansville Esports campaign in partnership with Cloud9. Programmatic planning, audience segmentation, and digital channel strategy for Dr Pepper's first permanent new flavor launch in a decade.
Esports Launch — ANA Award Winner
Oversaw influencer partnerships, creative production, chat moderation strategy, and chatbot development for the launch of Bai Boost in the Esports space. Earned the 2022 ANA In-House Excellence Award.
Design System V2.1
Complete token-based design system — color, typography, spacing, animation, and full component library. Single-file living document used across all frontend builds. Webflow + HTML embed stack.
UTM Standardization Platform
Enterprise-grade UTM governance tool with role-based access, approval workflows, client templates, and batch URL generation. Built on Node.js / TypeScript / React. Solves real cross-team tracking problems.
E-Commerce & UX Strategy
Directed UX and e-commerce strategy for Motts and HEB, optimizing Amazon sales channels and building audience segmentation frameworks for complex multi-brand activations.
Apps & Embeds.
Production-deployed tools and apps. Click any card to open in full, or paste any URL below to embed custom apps and Google Dev deployments.
Stickmaster Pro
Deployed production app. Click preview to open full application in a new tab.
Focus Reader
Distraction-free reading and focus application. Live on Google Cloud Run.
Universal Visualizer
Universal data visualization tool for turning any dataset into clear, interactive charts and graphics.
RhythmFrame
Creative tool for rhythm-driven visual composition and frame generation.
Files & PDFs.
Upload and preview PDFs directly in the browser. Resume, case studies, decks — anything you want accessible here.
Files stay local — nothing is uploaded to any server.
Get in touch.
Open to the right conversations.
Strategy roles, integrated marketing leadership, consulting, fractional work. If the team needs someone who can think across brand, creative, and tech — that's the lane.
Send an email →The quick version.
What you need to know before reaching out.
Dallas, TX. Remote-comfortable. CST. Texas A&M — BA Sociology & Media Philosophy. Usually responds same day.