I've spent twenty years developing and leading brand and creative at the intersection of culture, tech, advertising, and design.

My work spans brand strategy and design, product storytelling, and innovation. Not as separate disciplines, but as connected parts that drive toward the same business goal.

I co-founded a multidisciplinary design studio in Amsterdam, led global creative at agencies in New York, and helped build startups from the inside.

Most recently I led brand and product innovation at Madhive, where I also co-founded Maverick, an internal AI innovation team built as part of the brand and product strategy.

Working across a broad range of companies and roles —from founders helping shape and articulate their first product to Fortune 500s leading global campaigns— taught me to understand what the real needs are and where the real opportunity sits before deciding what to make or how to communicate.

I tend to start upstream, understanding what the work actually needs to do before deciding what form it should take. I work best in agile environments, guiding and collaborating in focussed cross-functional teams from pitch through to launch, where clarity and pace matter.