About
I'm allergic to average.
I've spent 25 years with one conviction: attention is earned, not bought. The best work is the stuff people choose to watch, engage with and share. Not the stuff they sit through because somebody spent enough media dollars to make it unavoidable.
That belief has taken me from copywriter to advertising creative director to the brand side at Chobani to executive creative director at two of the biggest communications agencies in New York. It's an unusual path. It's also why I can sit in an advertising pitch, a PR war room and a brand marketing meeting and speak all three languages.
Ideas are the entry fee. I've led a 75-person function spanning creative, digital, strategy, data and paid media. I've tripled the size of a creative department, driven $25.1MM in new business and won more than 70% of the pitches I've run. And my people stayed: 92% team retention across my last three years at Porter Novelli.
Ad Age named me one of four Experiential Marketers to Watch. My work has been awarded at the Cannes Lions, Clio Awards, Art Directors Club, MM&M and has been written about on NPR, the Wall Street Journal and the Today Show. During my time at Marina Maher, the agency was named PRovoke Media's Agency of the Decade.
In 2024 I started Earned + Dangerous, an earned-first creative consultancy. I wanted to find out what a client actually pays for when nothing is bundled and there's no agency name doing the selling. Two years in: a Bel Brands retainer across GoGo squeeZ, The Laughing Cow, Babybel and Boursin, plus work for Dairy Management Inc, Burt’s Bees, the U.S. Army and a federal public health campaign.