Creative Strategist

I’m drawn to the space where imagination meets structure.

My career began in design, where I learned how to craft stories and shape experiences. Over time, I became more interested in the systems behind those experiences; the business models, operational realities, and decisions that determine whether a great idea scales.

Today, I work at Apple, defining and leading omnichannel experience retail strategy at the global scale. I immerse myself in complex ecosystems that span the digital and physical world, uncover patterns in data and behavior, consider emerging tech that’s reshaping the way we shop, and translate ambiguity into clear strategic direction. I care deeply about building experiences that feel effortless to customers and drive measurable business impact.

I’m motivated to shape environments where creativity and rigor coexist. I believe creative strategy is not optimization at the margins but a lever for growth. I’m energized by aligning diverse teams around a shared vision, challenging assumptions, and turning ambitious ideas into programs that scale.

At heart, I’m both a systems thinker and a creative. Someone who sees possibility in complexity and momentum in clarity.