With 17+ years of marketing experience, including 15 years leading brand strategy, creative direction, and integrated marketing initiatives, I connect brand vision with commercial performance to build enduring brands and accelerate growth across global markets.
Yellow Diamonds · Tiffany Keys · What Makes Love True
REGIONAL PERFORMANCE18% above plan
APAC business performance; team result
01 / The opportunity
A global icon. A local point of view.
Tiffany's unmistakable identity traveled around the world. The challenge was ensuring its creative expression resonated with customers across China and Asia Pacific while retaining the brand's distinctive codes of luxury, craftsmanship, and romance.
As a regional marketing point person, I adapted global creative for local audiences, shared market insights with global partners, and helped integrate relevant celebrity talent into campaign execution.
GLOBAL HERITAGE / REGIONAL EXPRESSION
02 / Direct initiative leadership
From global stories to regional relevance.
I took ownership of select initiatives within the regional marketing team—leading the Asia-Pacific relaunches of Yellow Diamonds and Tiffany Keys, alongside the What Makes Love True digital experience.
01 / APAC PRODUCT RELAUNCH
Yellow Diamonds
Led the regional relaunch initiative, bringing Tiffany's exceptional diamond story to Asia-Pacific audiences through market-sensitive creative adaptation and coordinated execution.
Regional initiative led · Yellow Diamonds product imagery supplied for review
02 / APAC PRODUCT RELAUNCH
Tiffany Keys
Led the Asia-Pacific relaunch initiative, translating a globally recognizable jewelry platform into relevant regional messaging and creative applications.
Regional initiative led · Tiffany Keys campaign imagery
03 / Digital storytelling
What makes love true?
Led work on the What Makes Love True microsite, helping populate the digital experience with a distinctly Tiffany-meets-New-York perspective—drawing on films, music, pop culture, and memorable city experiences to make the brand’s romantic storytelling feel personal and culturally connected.
The experience brought together real love stories, city inspiration, and interactive content. My behind-the-scenes contribution focused on developing and curating the New York cultural connections within that wider campaign.
SUPPORTING CAMPAIGN IMAGE / DIGITAL STORYTELLING
04 / Broader team contributions
Luxury beyond the campaign.
Beyond the initiatives I directly led, I supported wider regional and global brand programs—helping connect global creative, local market knowledge, and memorable customer experiences.
EXPERIENTIAL BRAND STORYTELLING
Blue Book & brand experiences
Supporting luxury events and immersive expressions of Tiffany's brand world.
GLOBAL CREATIVE / LOCAL APPLICATION
Creative across touchpoints
Helping translate global creative into market-appropriate executions, including retail and high-impact activations.
MARKET INSIGHT / TALENT
Tokyo Ginza / flagship expression
Contributing market insight, celebrity integration, and regional input into flagship experiences, including work connected to Tokyo Ginza.
05 / Selected motion work
Stories in motion.
Selected Tiffany & Co. film assets from the supplied archive. Included as creative context; individual production credits and campaign associations require confirmation.
Keys / campaign filmHoliday / brand film
06 / Regional business context
Creative relevance. Commercial momentum.
The Asia-Pacific region finished 18% above plan during the period referenced. This is a regional business outcome, reflecting the collective work of the broader organization—not a performance claim attributable solely to my initiatives.
+18%
APAC performance vs. plan
07 / The takeaway
Respect the heritage. Understand the market.
My time at Tiffany established a foundation in international luxury marketing: protecting a globally consistent brand while bringing local insight, creative judgment, and cross-functional collaboration to regional execution.
Portfolio review draft. Assets are from the supplied archive and are included for review; publication rights, image-to-campaign associations, and individual film credits should be verified before launch. Blue Book, Ginza, and other broader activations are described as team contributions, not independently led initiatives. The What Makes Love True overview is a user-provided research reference, not a claim of ownership of every feature.
Selected case study / DKNY / Global fashion
NEW YORK. EVERYWHERE.
Reconnecting a global fashion brand with the culture, energy, and attitude of its hometown.
One unmistakable identity. Many cultural expressions.
The challenge was to make DKNY's New York identity contemporary and compelling across international markets, without sacrificing the consistency of a globally recognized brand.
From editorial campaigns and cultural collaborations to localized storytelling and retail activation, the work connected a distinct creative point of view with commercial execution.
GLOBAL MARKETSWorldwide
Priority markets included China, the Middle East & Korea
A consistent cultural identity, adapted for markets
01 / Brand platform
The city is the creative brief.
New York as a brand expression — from fashion imagery to experiential activations.
02 / Editorial expression
Attitude over ornament.
Bold editorial photography, expressive styling, and a distinctly New York attitude gave the brand a recognizable creative language across campaigns, social, and global markets.
03 / Integrated global brand expression
New York attitude. Worldwide impact.
Across global markets—including China, the Middle East, and Korea—I helped translate DKNY’s New York point of view into culturally relevant marketing and consistent customer-facing experiences. As a key stakeholder in global celebrity and influencer selection, I collaborated with creative producers and executive leadership to align talent, campaign direction, and market priorities.
Brand identity / Packaging
The refreshed visual identity carried through to packaging and the everyday details that make a global brand recognizable.
Global retail + outlet
Oversight of retail and outlet brand expression connected campaign creative with merchandising, physical environments, and the customer experience.
Global campaigns / Integrated rollout
Extended a cohesive creative platform across global campaigns and integrated applications, from editorial storytelling to customer-facing channels.
Middle East / Ramadan
A culturally specific collection and campaign brought DKNY’s New York identity to regional audiences through locally relevant storytelling.
04 / Moving image
Fashion in motion.
Selected DKNY campaign films and motion creative.
05 / Leadership takeaway
A global brand needs a singular point of view.
Global brand leadership requires a coherent creative point of view, collaborative talent decisions, and the ability to translate identity across campaigns, cultural moments, packaging, retail, and outlet experiences.
Portfolio working draft. International market work is described at a strategic level; specific talent and campaign credits should be confirmed before publication. Packaging photograph is provisional pending a higher-resolution original. Confidential internal brand documents are not reproduced. Campaign asset rights should be reviewed before public release.
Case study / Consumer Wellness / Brand Transformation
Transforming a legacy brand into a subscription-first growth engine.
Reframing Jenny Craig around customer motivation, creative transformation, and a more connected subscription experience.
Reinvigorate an established weight-management brand in a changing consumer landscape, strengthening emotional relevance while supporting a subscription-led business model.
The work connected a renewed customer story with the mechanics of growth. The MAX up™ platform shifted the conversation beyond weight loss toward personal potential, while creative and marketing capabilities supported a more cohesive customer experience.
02 / Strategic leadership
From strategy to execution.
Make the brand promise more motivating—and the organization better equipped to deliver it.
01Reframe
Translate the MAX up™ platform into a clear, customer-centered creative narrative.
02Activate
Connect integrated campaign storytelling to customer acquisition and subscription priorities.
03Build
Develop in-house creative capability and operating processes to support consistent execution.
Customer voices brought the brand promise to life—adding a more personal dimension to the integrated creative platform.
BrookeMcKenzie
Selected original campaign assets supplied for portfolio review. Some executions contain historic product claims, disclaimers, and third-party content; confirm usage rights and preserve original disclosures before public launch.
06 / Business impact
Brand work. Business outcomes.
Results supplied for this portfolio; measurement period and attribution details to be confirmed before publication.
80%Subscription growth
07 / Leadership takeaway
A brand transformation becomes meaningful when the promise, customer experience, and internal creative organization move together.
OPERATING MODELAgency + in-house teams + field operations
REPORTED GROWTH+38%Subscriber growth
EFFICIENCY−63%Cost per acquisition
01 / THE MANDATE
Make aesthetics feel human.
Medical aesthetics can feel clinical, intimidating, and interchangeable. Chapter had an opportunity to build a warmer, more relatable experience—without sacrificing trust or performance.
I led comprehensive brand development and creative direction in partnership with an external agency—shaping positioning, tone of voice, visual language, typography, logo standards, and the rules governing their application. I also led the integrated marketing team across organic social, CRM, paid media, e-commerce, and customer experience, and created the operational roadmap connecting the brand system to execution.
That meant building not just the brand expression, but the shared framework teams could use to deliver it consistently.
THE CREATIVE NORTH STAR
Real people. Real confidence. A little attitude.
02 / STRATEGY INTO SYSTEM
A brand built to travel.
The work went beyond positioning or a campaign. We developed a complete brand system—from the customer promise and tone of voice to visual language, typography, logo usage, and application standards—then equipped creative, marketing, field operations, and studio teams to put it into practice.
01 / BRAND SYSTEM
One point of view. Many touchpoints.
Led brand development and creative direction with agency partners, defining the identity and its practical rules. Socialized the brand guidelines across the organization, including marketing, field operations, and individual studio locations.
02 / ACTIVATION ROADMAP
From guidelines to execution.
Built the operational roadmap and led integrated marketing across organic social, CRM, paid media, e-commerce, and customer experience—aligning channel execution with the brand and in-studio experience.
Selected brand-guideline excerpts shown for portfolio review; confirm publication permissions before making the site public.
03 / INTEGRATED CREATIVE
Not your typical treatment ad.
Playful, benefit-led work designed to break through in a category often defined by clinical sameness.
01 / CAMPAIGN PLATFORM“No one likes raisins.”
Memorable, irreverent creative for a functional treatment category.
02 / ACQUISITION CREATIVEHair removal with a wink.03 / TREATMENT STORYTELLINGApproachable by design.
THE BRAND VOICE IN ACTION
From “This Guy Is No Good” razor-breakup creative to bold seasonal offers, the work made medical aesthetics more conversational, recognizable, and easy to engage with.
04 / THE PHYSICAL EXPERIENCE
Brand isn't just what you say.
It's what customers encounter—from the first impression to the moment they walk into a studio.
Bringing the brand voice into promotional, lifecycle, and retention communications—so acquisition and customer relationships feel like parts of the same experience.
CRM / CUSTOMER REWARDS / CAMPAIGN EXECUTION
07 / BUSINESS IMPACT
Distinctive creative. Measurable momentum.
+38%
Subscriber growth
−63%
Cost per acquisition
Previously supplied performance figures; confirm measurement periods and attribution before public release.
THE LEADERSHIP TAKEAWAY
Build the brand. Build the system.
The leadership challenge was bigger than positioning: develop a coherent brand identity, lead its creative direction, and operationalize it through an integrated marketing team spanning organic social, CRM, paid media, e-commerce, and customer experience. The roadmap aligned agency partners, internal teams, field operations, and studios around one brand experience.
A curated selection of integrated campaigns, brand platforms, product launches, and customer experiences. Different industries. One belief: compelling creative begins with a clear idea.
SCROLL TO EXPLORE ↓
The creative index / 06 selections
Explore by discipline
Visual treatments are conceptual placeholders, not original campaign assets. Replace with approved creative work or appropriately licensed contextual imagery before publication.
Creative leadership
Make the idea clear. Make the execution matter.
Across luxury, fashion, wellness, and medical aesthetics, my work connects brand thinking to customer experience and commercial priorities.
Building brands. Building teams. Building momentum.
Across 17+ years of marketing experience—including 15 years leading brand strategy, creative direction, and integrated marketing initiatives—I have connected strategic clarity, creative ambition, and commercial accountability across teams, disciplines, and markets.
15Years leading brand strategy, creative direction & integrated marketing
$40M+Marketing budgets led
GlobalExperience across North America and Asia
8 YearsDirect engagement with boards of directors
My leadership philosophy
Create the conditions for great work.
Great creative work rarely happens by accident. It requires a clear business ambition, talented people who understand the mission, and the confidence to make decisions.
I lead by connecting brand strategy to the realities of execution—setting direction, empowering teams, and creating operating models that support both creativity and measurable performance.
How I lead
01 / Clarity
Define what matters.
Establish a shared understanding of the customer, the business opportunity, and the brand's role before the work begins.
02 / Empowerment
Give teams ownership.
Build strong in-house and partner teams, clarify decision rights, and make space for ambitious thinking.
03 / Accountability
Connect craft to impact.
Hold a high creative standard while linking investment to customer outcomes, brand health, and business performance.
04 / Scale
Make progress repeatable.
Create the systems, collaboration rhythms, and cross-market alignment that allow great work to scale.
Executive & board leadership
Connecting strategy to the boardroom.
Connecting boardroom priorities to business performance.
Eight years of direct engagement with boards of directors across Kenneth Cole, Cole Haan, DKNY, and Jenny Craig, alongside C-suite leadership. Experienced translating business priorities into brand and marketing strategy, aligning cross-functional stakeholders, and leading teams through transformation and growth.
Building capability
Not just campaigns. Organizations.
Across fashion, luxury, wellness, and medical aesthetics, I've built and led in-house creative capabilities and cross-functional marketing teams. The objective is consistent: bring strategy, creative, channels, and measurement closer together.
Led end-to-end brand development, creative direction, and integrated marketing across organic social, CRM, paid media, e-commerce, and customer experience.
Luxury / International
Fashion / Brand
Wellness / Transformation
Medical Aesthetics / Growth
