Every project is different, but the goal is always to make strategic, memorable unified brand expressions that drive desired behavior and objectives.

The process is adaptable, but is always built around clear communication, empowering people to do great work, and listening.

• Planning + Strategy
  Alignment around audience, goals, KPIs, resourcing, and timeline

• Kickoff/Discovery + Strategy
  Creative team and stakeholders ensure alignment and roles; rounds and feedback, if necessary

• Ideation
  Pen to paper with rounds and feedback 

• Execution
  Final deliverables built with rounds and feedback; communication with responsible / accountable / consulted / informed parties

• Lead in-house creative team and agency of record in defining and building the Wheels Up brand, from voice and tone to visuals and photography; since joining, membership has grown from 300 to 13,000 +, and staff has grown from 50 to 2,200+ employees; Wheels Up became a public company in July 2021 with a $2B+ valuation.

• Collaborate with Member Experience team to identify opportunities to drive member retention around benefits, experiences, and events; strategize and shape co-branding efforts with 360 campaigns to market directly to customer base of partners such as American Express, Porsche, Waldorf Astoria, and Canyon Ranch. Yearly member retention is over 90%.

• Increased Primary Banking Relationship usage per application start by >2x 

• Innovated a mobile-first, in-person account opening experience, exceeding regulatory requirements and creating a touchless experience in the age of Covid