In my experience as a VP and Creative Director, the best creative usually starts with a clear why, a lot of curiosity, and just enough boldness to try something different. I’ve led the modernization of brand and creative operations in ways that don’t just scale—they resonate. From building full-funnel content strategies that produce over 5,000 assets a year to streamlining workflows that give teams more room to actually create, I focus on making the work better, faster, and more meaningful.
At the heart of it all is curiosity. I love solving complex problems with simple, powerful ideas—and bringing teams together to turn those ideas into work that connects.
At Wintrust, I led a full-scale brand transformation—launching the company’s first-ever brand and style guides, unifying identity across 45 subsidiaries, and spearheading the enterprise-wide “Different Approach, Better Results” campaign.
The result? A 270% increase in social engagement and a leap in the company's total assets from $32B to $63B.
We also built a self-service creative catalog system used by 200+ banks, reducing turnaround times by 175% and empowering teams with fast, on-brand, ready-to-run creative.
To support the full brand overhaul at Wintrust, I built a fully functioning in-house creative agency. This gave us the ability to move faster, stay on-brand, and dramatically improve performance—cutting cost-per-acquisition by 40% and increasing online account openings by 50%.
Our creative mission was simple: break through the noise and show people what makes our approach to banking different. The result? Over $1 billion in new deposits—driven directly by these marketing efforts.
In total, we produced more than 825 assets across digital, video, social, email, paid search, direct mail, out-of-home, print, and in-branch experiences.
We brought multiple sports partnerships together under one unified, high-impact campaign—amplifying Wintrust’s presence and driving real results: over 425,000 unique visitors and more than 10,000 new account openings.
To make it happen, we created 550+ custom assets—from display banners and billboards to social, video, print, and more—all tailored to connect the passion fans feel for their teams with Wintrust’s commitment to the communities and organizations they love. Every piece was built to turn fan energy into brand affinity—through exclusive perks, deeper engagement, and shared values.
To maximize brand recognition, we organically extended the Bank Bully character—first introduced during the Super Bowl—across a wide range of creative assets. Every time we brought him back, engagement spiked. These pieces consistently ranked at the top of our testing results.
I led the creative direction across the full spectrum—digital, video, social, email, paid search, direct mail, out-of-home, print, and in-branch—making sure the character stayed fresh, relevant, and strategically aligned at every touchpoint.
We turned up the heat with our initial Sriracha campaign—pushing creative boundaries that resonated with our audience. Influencers sparked genuine engagement, our meme animations set off a buzz on social media, and our Tasty-style recipe videos captured attention in a big way.
As a result, we saw a 69% increase in impressions, a 600% surge in website visits, and a 23% boost in reach over previous benchmarks. The campaign’s success was undeniable, prompting Red Gold to come back for an even larger campaign focused on their core products.
With Believe You Will, Guaranteed Rate didn’t just show up during the Super Bowl—they showed up with a message that mattered. Instead of talking about just rates and refinancing, we told real stories of people betting on themselves. Through documentary-style videos, social content, live interviews, and national billboards, we created a campaign that felt personal and inspiring at every touchpoint.
And it was impactful—big time. Social engagement jumped by 330%. Guaranteed Rate climbed from the 9th to the 4th largest lender in the country. Funded loan volume rose by 50%, and market share grew by 36%.
When you lead with belief instead of a sales pitch, people feel it—and they act on it.
With the launch of Our Interest Goes Here, we set out to position UPB as the bank you can truly count on—and the results speak for themselves.
Personal banking saw major growth, and online account openings doubled year over year.
Most importantly, we reached the audience UPB was after: young professionals. In fact, web traffic from that group jumped nearly 800%, and overall online account openings surged by 300%.
To bring it all to life, we built a fresh suite of creative assets—digital, print, social, and web—all aligned under a clear, modern message that made people stop, think, and take action.
These additional examples highlight how I’ve brought strategy and creativity together to drive impactful results—enhancing UI/UX to improve user journeys, crafting high-performing email campaigns, and designing educational social carousel ads that simplify complex messages and boost engagement.
