I’m an innovator and entrepreneur.
Area of Expertise
In 2020, I created the world’s first full-service marketing collective, Area of Expertise. As Chief Creative Officer (and CEO), I’ve overseen work for startups, SMBs, and enterprise clients; curated talent for 160+ B2B and B2C opportunities; and generated 200% growth YOY. I’ve also gained valuable skills in business development, project scoping, client service, P&L reviews, contracting, and cross-functional team building.
Now, no matter where I go, I bring access to its 350+ roster of high-caliber consultants to help ensure an efficient, expert solution to any modern marketing challenge.
Caddis
We leveraged the brand’s extensive video clip library and irreverent brand voice to craft three distinct campaigns to test-and-optimize across OTT, paid digital, and social channels. This agile approach provided the brand with a deeper understanding of what types of messaging resonated best with their audience.
If You Know, You Know
Badass Jingles
The Way We See It
ABS Group – SWOT24
ABS Group wanted to promote their operational technology cybersecurity services as a knowledgeable partner dedicated to helping customers rebound quickly and protect their business. After testing various messaging territories, we positioned the service as “your ally in the trenches.” Then, we named it SWOT24, developed its brand identity, and created the “Success, uninterrupted” bring it all to life.
Xicaru
Xicaru mezcal loves cocktails as much as you do, but people were having a hard time knowing how to drink it. We created the “Remix It Up” campaign and used their social feed to introduce folks to “remixed” versions of their favorite drinks and gave them a glimpse of the craftsmanship that goes into making the refined spirit.
Nikola
After a leadership shakeup, we crafted a new positioning that leaned into Nikola’s pioneering spirit – thus ensuring the brand could proudly take credit for their many “firsts” in the trucking and energy industry. “Follow None” led to a brand manifesto plus inspired a refreshed logo and visual brand identity, which was applied to the website, demand-gen marketing, and at industry events.
Dave’s Pet Food
Dave is a real guy that loves providing healthy, affordable food for pets. We crafted his brandstory, updated his brand identity, and then designed, wrote, and built an entirely new Shopify site so he could sell his products DTC.
Wealthspring Capital
We streamlined the storytelling and modernized the pitchbook design for Wealthspring Capital’s flagship product, making a complicated investment strategy clear and emotionally appealing to investors and advisors. We extended the new brand identity across all marketing collateral; developing templates for social, sales decks, and the launch of a new mobile-responsive website.
My creative means business.
Looking for fractional or full-time creative leadership to improve the trajectory of your business? A breakthrough idea to make a brand impossible to ignore? Or, just want to talk through a challenge and get some free advice?