That is not a hedge. It is the nature of working inside a brand for sixteen years at a competitive level. What I can show you is the strategic thinking, the problem-solving approach, and the outcomes that are mine to tell.
Three problems. Three different scales. Three kinds of proof.
Post-pandemic brand transformation. A brand that had become the public face of fear, rebuilt from its emotional core into a platform that outperformed the category.
Outcome: Cyber Month delivered +32% / +136% / +66%.
Brand strategy · Visual identity · Campaign architecture
A flagship destination repositioned from a checklist of experiences to a territory of personal transformation, brought to life in a multi-format content production.
Outcome: 6M+ organic views, +6 pt purchase intent, Alaska revenue +8.5% over plan.
Positioning strategy · Creative direction · Campaign
A physical destination built for a different audience, repositioned for the Princess brand in six weeks. On time, on brand, under pressure.
Outcome: Foundation for the broader Caribbean platform — 9 ships, 31 destinations, 260+ departures.
Rapid repositioning · Creative direction · Guest communications
A 10-principle brand experience framework I built in 2019 for Princess's next-generation Sphere class — translating brand ethos into physical guest experience guidelines. Multi-year guardianship through the build. Still referenced by executive leadership in 2026.
Brand strategy at the product level · Cross-functional influence · Multi-year guardianship
Built Princess's employer brand from primary research — 9 focus groups, 34 interviews, 1,000+ surveys. EVP development (Pride & Prestige / Travel & Discovery), full identity, recruiting program. Princess earned Great Place to Work certification on first application.
Brand applied to internal audience · Cross-functional program leadership · Public agency case study
Designed and drove a hub-and-spoke content infrastructure — AEM as single source of truth, with Adobe Express, Workfront, Frame.io, and AJO as spokes — to enable brand governance at scale across 94 countries. Built and deployed the Frontify-hosted PCL Brand Guidelines microsite globally.
Strategic foresight · Long-range program ownership · Brand governance at scale
Four categories of craft behind the strategy.
Twenty-plus years of identity systems, marks, and collateral.
Gallery coming soonSignage, activations, vehicles, and built environments at scale.
Gallery coming soon
Campaigns across broadcast, digital, email, and social.
Gallery coming soon
Multi-format content production at fleet scale.
Gallery coming soon