Experience

Creative Director, Brand & Marketing | Aeritage

June 2025 to present

  • Establish and lead the creative direction, ensuring all creative efforts align with business goals and brand identity.

  • Define strategies for email and social media marketing to assist clients in growing their CRM databases and social presences, leading to higher customer consideration.

  • Oversee the full production schedule for video projects and photos shoots, building high-quality asset libraries for a company’s use in their marketing efforts, positioning them as a top-tier brand.

  • Analyze digital marketing campaign data, optimizing budget for highest efficiencies.

  • Design of websites and ecommerce store prioritizing user experience and modern visual trends, making sure the performance and visual aesthetic meet brand identity and current best-practices.

Creative Director | School of Rock

November 2019 to January 2025
School of Rock is the world’s most revolutionary music education franchise. As of 2025 there are over 70,000 enrolled students attending more than 400 schools in 15 countries around the globe – and their commitment to expansion is unwavering. They were recently named the Global Grand Champion, 2023 by Global Franchise and I celebrate the community dedicated to inclusivity, diversity and safety they have built. My role as Creative Director was not only to produce world-class marketing creative but to also ensure creative brand standards were upheld across the global franchise system.

  • Creation and maintenance. This document sets the tone for all aspects of the brand. Their mission, manifesto, voice, art usage, fonts and typography, iconography, photography and more is detailed in this 46-page brand bible.

  • Reviewed and gave explicit approval for anything that mentioned the School of Rock brand including posters and printed collateral created by schools. I worked with local news stations, reality TV shows and documentary film makers wanting to use the brand name. The goal was to make sure they were always on brand and working with productions that aligned with their core values. 

  • I oversaw the creative ideation, concept testing, performance analysis, copywriting and creative execution for all campaigns. The suite of campaign assets created for each one could be upwards of 400 assets and included: digital ads (static and animated), video ads in multiple aspect ratios for web and social, a suite of promotional print collateral and campaign specific photoshoots.

  • Worked closely with our digital ad agencies reviewing the data from all platforms to approve spending, assess performance and modify as necessary to optimize reach and lead generation.  

  • Scripted, cast, directed, produced and oversaw postproduction for dozens of high-quality videos each year including high impact ads, music videos, scripted productions and short documentaries. See their official YouTube channel for over 80 music, 28 student original songs, 18 educational, 15 brand, 11 program and dozens of other videos.

  • Photographs are a critical part of marketing to potential new students. They need to tell the story that kids of all ages can become musicians. That they’ll have fun doing it. That they’ll be accepted for who they are and make lifelong friends along the way. And that they’ll take the stage to play epic shows in iconic Rock ‘n’ Roll venues. School of Rock photos need to tell this entire story.

    I cast, scheduled, and coordinated over 50 photos shoots around the world. The result was delivering hundreds of high-quality, professional photos to the franchise system every year. These were used in digital marketing, print collateral, email marketing, social media and more. Locations varied from in-school to professional performance venues like the House of Blues to major festivals such as Lalapalooza, Rock ‘n’ Rio and more.

  • Supported and collaborated with all corporate departments including Education, Operations, HR, IT and others. Projects I worked on were designing custom guitars with Gibson Brands, building an ecommerce platform which required the sorting strategy of over 4,000 products, named and branded several educational platforms, designed and developed of the School of Rock mobile application, and more.

  • Collaborated, activated and offered creative support for partnerships with entities outside of the company. Partners were Vans Shoes, the Society for the Prevention of Teen Suicide (SPTS), Gibson Brands Inc., Experience Hendrix, The Price Is Right, House of Blues and others.

  • I led outside creative and digital agencies, professional music studios, graphic designers, video production crews and more to deliver creative for large-scale productions and initiatives.

  • Maintained relationships with Universal Music, Sony, BMG, Warner Chappell and many other major music publishers to acquire and retain sync licenses.

Art Director | Contend Advertising Agency

May 2019 to November 2019

  • Presented and pitched creative concepts to internal teams, clients, and other stakeholders, ensuring clear communication and buy-in for the creative vision which led to new business. Clients pitched include Amazon, Microsoft, Ticketmaster, Disney and others.

  • Directed global productions for A-list clients managing multi-disciplinary teams, culminating in seamless campaign launches.

Director of Design | Bionik, My Arcade, iSound & dreamGEAR LLC

November 2009 to March 2019
As part of the dreamGEAR LLC family of brands, Bionik makes unique, high-quality video game accessories. iSound produces headphones, wireless speakers and other consumer electronic goods. My Arcade is the combination of modern and retro gaming, collectible micro arcades and other devices playing officially licensed games including Pac-Man, Galaga, BurgerTime and others has led to My Arcade’s mainstream success.

  • Managed a team of product packing designers and coordinated overseas production to bring new products to market, allowing for placement in major retailers.

  • Defined a product photography process that yielded professional results, making the products easier to sell.

  • Developed unique point of purchase (POP) displays for major retailers like Costco, Target and Best Buy, enhancing visibility and leading to better shelf placement.

Additional Experience

Art Director | Shop LaBu
Graphic Designer | Cyfre
Graphic Designer | Theme2scene

Brands & People I’ve Worked With

Amazon
Apple
Bandai Namco, Pac-Man & Mrs. Pac-Man
Boeing
Chad Smith, drummer for the Red Hot Chili Peppers
Disney
Experience Hendrix
Frank Zumo, drummer for Sum 41
Gibson Brands
Honda
Microsoft
Morley Pedals
Nintendo

Page Hamilton, lead singer for Helmet
Sesame Street
Shure Microphones
Skip Marley
Society for the Prevention of Teen Suicide
Sony BMG Music Publishing
Sony PlayStation
Taco Bell
NFL
Ticketmaster
Umphrey’s McGee, band
Universal Music Group
Warner Chappell Music

Skills

Creative team leadership, 360 marketing campaign conceptualization and strategy, campaign data analysis and optimization, style guide creation, brand identity, website design, graphic design, video production, being an awesome team player.

Technical Skills

Adobe Creative Suite, Microsoft Office, ChatGPT, Gemini, Copilot, Google for business, Shopify, Big Commerce, Squarespace, Canva, Figma.

Education

Santa Monica College, Fina Art