I'm GM of Creative for Microsoft Commercial, overseeing integrated creative, strategy, and design — working at the intersection of AI, tech, and culture, and building integrated creative systems for one of the most complex portfolios in the industry.
Work for
Microsoft — Edelman — Hawkfish — Brut — Upworthy
A cross-platform creator and social system positioning Azure inside the NFL season — cloud, AI, and America's most-watched sport in the same sentence.
Campaign · Sports · Integrated
Read the case studyRe-introducing Excel as a modern, AI-native product to a generation that inherited it as a joke. Spreadsheets, but scroll-stopping.
Product Relaunch · Creator · Social
Read the case study'See You in the Work' — a brand platform for AI at Microsoft showing how people's unique skills and contributions are amplified with technology. First up: the Seattle Seahawks.
Brand Campaign · AI · Integrated
Read the case studyWhen Microsoft announced its partnership with Mercedes-AMG Petronas F1, we told the story of how the team leverages Microsoft technology to find a winning advantage — filmed with George Russell for the 'Greatness is building' platform.
Brand Campaign · Formula 1 · Social
Read the case studyBuilt an internal creator and content studio inside Edelman, then scaled it into the global content practice — tripling the client roster and the revenue pipeline.
Studio Launch · Creators · Global
Read the case studySocial and content for a presidential campaign, then a flex to lead social and creative for a nationwide voter turnout effort — organic and influencer content, plus paid, dynamically optimized creative at huge scale.
Campaign · Team Build · Real-Time
Read the case studyEstablished Brut's U.S. office and grew it into the 3rd most-viewed digital news publisher in America — +1600% Facebook followers in a single year.
0-to-1 · Publisher · Social Video
Read the case studyLed video at Upworthy — the 4th most-engaged news publisher on Facebook. Audience development, original production, and data-driven branded content at true feed scale.
Video · Measurement · Craft
Read the case studyI started as a digital content creator and strategist at CNN Brand Studio, then ran video for Upworthy — a masterclass in social, measurement, and real-time creative before it was “real-time creative.” In 2017 I launched Brut Media in the U.S. and scaled it from zero to a top-three global social news publisher in eighteen months.
In 2019 I joined Mike Bloomberg's presidential campaign the week he announced and helped build a 100-person creative and social team in three weeks. I later led global content at Edelman, scaling real-time social, TikTok, and a team of creators across 35+ clients a year. Today I'm GM of Creative for Microsoft Commercial, overseeing integrated creative, strategy, and design.
Concept through delivery. Print, film, OOH, and the rollout that ties it together.
Monthly content systems, creator briefs, and formats built for the platform, not adapted for it.
Voice, visual language, and the reference library that keeps a team on model without a police force.
Always open to conversations about creative systems, social, creators, and the AI shift happening across all of it. Reach out on LinkedIn or through the site.