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PROFILE

Creative and communications executive with 20+ years leading brand strategy, integrated marketing, and high-performing creative organizations in complex, matrixed environments. Known for building operating models that scale, governance systems that stick, and campaigns that move audiences. Now also an AI-native product builder with two live SaaS applications and a growing portfolio of tools that turn strategic frameworks into software. I bring both the institutional credibility of enterprise brand leadership and the speed-to-execution mindset of a founder. I thrive at the intersection of vision, structure, and execution.

CORE COMPETENCIES

Brand & Creative Leadership  •  Integrated Campaigns (PR, Web, Social, Video, Events)  •  Marketing Operations & Governance  •  AI Product Strategy & Development  •  Team Leadership & Coaching  •  KPI Dashboards & Performance Reporting  •  Brand Architecture & Naming  •  Content Strategy  •  Agency & Vendor Management  •  Executive Stakeholder Alignment  •  Go-to-Market Planning  •  SaaS Product Design

SELECT RESULTS

  • Built and led a 20-person in-house creative and communications organization at Cornell University spanning design, web, photo, video, and operations.

  • Implemented an institution-wide performance dashboard adopted by 97% of 24 decentralized units; deployed GOTM framework (Goals, Objectives, Tactics, Metrics) unify planning and reporting.

  • Directed brand architecture and naming for 13 of Cornell's 15 major colleges and schools, balancing donor priorities, stakeholder expectations, and academic alignment.

  • Grew web traffic 41% and social media impressions 20% through integrated paid and earned media campaigns.

  • Built a university-wide preferred agency model with scalable contracts, quality standards, and creative review protocols, reducing costs and increasing brand consistency across hundreds of engagements.

  • Designed the Crit Method, a structured visual literacy framework bridging executive stakeholders and creative teams; adopted organization-wide as a shared language for project feedback and decision-making.

  • Conceived, built, and launched two live SaaS applications (COUNTIST and MTB Price Agent) as a solo founder in 2024-2025 with full-stack architecture, AI integration, and SEO infrastructure now in place.

PROFESSIONAL EXPERIENCE

Founder & Principal  |  Fylum Agency  |  2025 – Present

Brand systems consultancy focused on building structured, scalable brand and communications frameworks. Clients include mission-driven organizations, growth-stage companies, and institutions navigating complexity or transition.

  • Consult on brand architecture, messaging strategy, integrated communications, and operating models for brand, design, marketing, and growth teams.

  • Build reusable narrative assets that support deadline-driven work: case study modules, message blocks, brand-safe templates that improve quality and reduce rework.

  • Tighten stakeholder coordination and executive readiness through structured briefs and business reviews.

Product Lead  |  Structurl.io (SaaS Portfolio)  |  2024 – Present

Structurl is the product development parent brand behind a portfolio of AI-powered tools designed to bring structure to complex workflows. Two products are live.

  • COUNTIST: A subscription management SaaS built with Clerk authentication, Stripe payments, and Knock notifications. Currently live with active users; full onboarding sequence, trial automation, and analytics.

  • MTB Price Agent (mtbprice.com): A full-suspension mountain bike price comparison platform aggregating 100+ bikes across retailers. Live and indexed, with server-side rendering implemented to solve JavaScript crawlability and SEO performance.

  • Designed product strategy, positioning, messaging, and go-to-market for each product; implemented taxonomy, repeatable workflow models, and SEO infrastructure across all properties.

  • Built and deployed AI-powered tooling and internal skills for content generation, SEO meta creation, and business model analysis dashboards.

Senior Director, Marketing & Brand Communications  |  Cornell University  |  2013 – 2024

Marketing Operations & Delivery

  • Owned enterprise brand strategy and governance across 24+ units, enabling consistent execution while balancing local needs at scale.

  • Built repeatable systems for intake, resourcing, SOWs, feedback loops, and evaluation to reduce churn and improve throughput.

  • Formalized team operating rituals: creative reviews, career ladders, and outcome-based goals.

Integrated Marketing, Content & Channels

  • Directed integrated campaigns spanning PR, web, social, experiential, and video; established reusable templates and a digital-first asset strategy.

  • Oversaw channel strategy and reporting using a dashboard approach to track brand health, reach, engagement, and sentiment.

  • Launched a performance metrics dashboard to track creative project health, reach, engagement, and sentiment across the enterprise.

Agency, Vendor & Cross-Functional Leadership

  • Built strategic agency partnerships with defined scopes, SLAs, and business reviews to extend internal capacity while maintaining brand standards.

  • Managed large, multi-stakeholder initiatives with senior leaders and major donors; aligned priorities with audience insight to de-risk decisions and accelerate delivery.

Co-founder & Creative Director  |  ecollective  |  1999 – 2012

Brand and digital studio delivering identity systems and integrated campaigns for education, culture, and mission-driven clients.

  • Delivered end-to-end brand programs: strategy and naming through design systems, web, and content.

  • Established measurement plans and experimentation practices to improve conversion and retention.

  • Led creative direction for Fortune 100 clients; managed large-scale shoots, animations, and digital content production.

TOOLS & PLATFORMS

Analytics & Reporting: Google Analytics, Google Search Console, Tableau, Sprout, Hootsuite

Project & Brand Management: Asana, Notion, Slack, Figma, Adobe Creative Cloud, web CMS, DAM platforms

AI & Development: Claude, ChatGPT, Gemini, Midjourney, Firefly, Eleven Labs, Replit, Lovable, Supabase, Vercel, Clerk, Stripe, Knock, Next.js, Mailchimp automation

EDUCATION & RECOGNITION

BA, Creative Writing & English Literature  —  Western Washington University

Visual Arts (2 years)  —  Buffalo State University

Certificate in AI for Business & Designing AI Solutions (in progress)  —  eCornell

CASE Circle of Excellence Gold  (2020, 2021, 2023)  |  CINE Golden Eagle Award (2013, Finalist 2016)  |  Ivy+ Forums & Panels