How I lead.

The briefs, review rhythm and systems I use to get creative teams from first idea to final file, on brand and on schedule.

01 · Teams 02 · Process 03 · In practice 04 · Systems 05 · Budgets and rules

Teams I've led Agencies, interns and direct reports

designers at our creative agency I directed on in restaurant creative for Practical Magic

creative interns I brought on and oversaw at Auburn Football

direct report I managed and developed on Blaze's CRM and lifecycle team

Beyond the people I manage directly, I direct the outside partners who make the work: digital agencies on campaign artwork, creators and UGC talent on shoots, and franchise partners across restaurant locations.

How a project runs The same rhythm on every deliverable

Brief

A written brief for every deliverable: goal, audience, channels, specs and due date.

Reference

Source material and moodboards in Pinterest and Miro so the team starts from the same picture.

Make

The team designs and shoots while I art direct on set and in the file.

Review

Three rounds of revisions, then final proofs before anything ships.

Track

Progress tracked in Asana and Claude, so every asset has an owner and a date.

The process in practice Real review boards from Blaze campaigns

Every campaign lives on one board: each channel's assets side by side, feedback pinned right on the work, and a new version for every round until it's ready to ship.

Daredevil Born Again x Blaze Pizza V1 review board with feedback notes on email, social, hero and menu board assets — **Daredevil, V1.** First round with feedback pinned to each asset: dimensions, secondary blocks and copy calls.

Daredevil V3 board showing the final asset system across email, app splash, social, web hero and menu boards — **Daredevil, V3.** The approved system across email, app splash, social, web hero and menu boards.

Regretting You digital assets V1 and V2 boards with revision notes — **Regretting You, V1 to V2.** Notes like "needs a clear CTA" and pricing callouts drove the second round.

Practical Magic asset board covering digital menu boards, email, secondary blocks, web and social with copy notes — **Practical Magic.** The full asset map: menu boards, email, web, social and copy for every platform.

Systems I've built So the team doesn't start from zero

5 phase IP frameworkTeaser, Launch, Reignite, Moment, Last Call. Structures storytelling and asset planning for every partnership.
Asana production workflowsTemplates that carry each campaign from brief to delivery with clear owners.
Social Response Management SOPOne playbook for how the brand answers customers in comments and DMs.
Store asset toolsA DoorDash header crop tool and a location data integration matching 229 of 230 stores.

See the framework at work in the case studies.

Budgets and rules Spending well and staying compliant

Budgets and vendors

At Blaze I manage annual spend with our UGC creator vendor and help manage influencer fees, deciding which creators and content to invest in so the budget turns into usable assets.

Working within the rules

At Auburn, all recruiting creative followed NCAA recruiting rules, so the team knew what could be posted, when and about whom.

Let's build something.

I'm happy to walk through how I'd lead your team.

Get in touch See case studies