Over two decades leading creative teams, eighteen of them building
SalonCentric's Creative Services from the ground up.
Clear direction, teams that grow, and a process built to hold.
High-stakes programs, documented from brief to results.
Each opens with the outcome. Dig in for the full story.
Three companies, every channel: national campaigns, editorial publications, live event identities, and brand systems across SalonCentric, EarthLink, and Corbis.
Nothing curated out. Nothing held back.
SalonCentric was the path to market for dozens of leading beauty brands. Creative Services was the agency behind it, building campaigns and assets from scratch or shaping them through design and copy support. All of it came through my group.
Vision without a strong team is just a good idea. A strong team without process is chaos. Holding all three together, at the same time, is where most creative departments quietly come apart.
I see where a brand needs to go and chart the route, from big-picture strategy to pixel-perfect execution. My team always knows what we're making and why.
I find what each person does best and build on it, with hands-on coaching that turns weak spots into new strengths. People who've worked for me tend to stay for years.
The workload at SalonCentric was relentless: rebrands, national campaigns, and recurring events all moving at once. I keep the process clear and the team steady. AI accelerates ideation and removes the friction that slows creative down.
I use AI the way I use every other tool: purposefully, and only where it actually improves the work. That means faster ideation, smarter brainstorming, and custom project management systems and workflows I've built from scratch for my teams. It removes friction. It does not replace thinking.
The environment I build: clear direction, room to grow, process that stays out of the way. Teams from three to ten or more, running national campaigns, rebrands, and at one point a year-long monthly publication, all at once.
Clear creative targets, a critique culture where designers can push and copy can lead, regular 1:1s and real growth paths. Some of the people I developed stayed for over a decade and left stronger than they arrived.
From the people I led