Digital Strategy & Experience - Led work across automotive shopping, military recruitment, CRM, mobile social strategy, online-to-TV engagement, and interactive consumer experiences.
Agency Transformation & Operating Model Design - Worked directly with the COO as operational lead of digital creative for Arc Worldwide, helping integrate separate agency capabilities into a stronger digital delivery model.
Rich Media & Emerging Platforms - Co-founded and co-ran the Rich Media Group, helping clients use Flash, video, panoramic product exploration, dynamic content, and interactive tools to create deeper brand experiences.
Content & UX Strategy - Turned customer research, decision journeys, product information, and behavioral insights into clearer content systems, site experiences, and interaction models.
Creative / Stakeholder Alignment - Directed concepts, scripts, presentations, campaign platforms, and client-facing narratives across creative, account, production, technology, media, analytics, and leadership teams.
Program / Production Leadership - Led complex work through fixed launch windows, technical constraints, high-volume content needs, production partners, and measurable business requirements.
Leo Burnett and Arc operated during a major transition in digital marketing. Clients wanted integrated digital experiences, while the agency itself was still evolving from separate creative, direct, digital, rich media, technology, production, media, and analytics functions into a more connected operating model. My role grew from creative and rich-media leadership into broader operational responsibility: helping teams work together, clarifying how digital creative should move through the agency, and making ambitious work easier to sell, build, launch, and measure.
I co-founded and co-ran the Rich Media Group, and later served as the operational lead for digital creative at Arc Worldwide. In that role, I worked directly with the COO on the practical integration of agency capabilities. That transformation work sat alongside major client engagements. With Cadillac, I helped direct Cadillac.com, Cadillac Under 5, and the STS in-car DVD experience. At GoArmy, I led major web production and rich-media content while supporting strategy, UX, content, and analytics across a high-stakes recruitment ecosystem. On Daytime Dollars, Diageo, and Helio, I helped build engagement systems that connected behavior, data, personalization, mobile identity, CRM, and measurable participation.
The work also required early leadership from the platform and vendor. I negotiated Leo Burnett’s first global Adobe contract, helping formalize access to the tools that powered a new generation of digital creative production. Across agency and client work, the throughline was the same: understand the user, align the stakeholders, structure the operating model, protect the experience, and make the work sufficiently measurable to improve.
• Served as operational lead of digital creative for Arc Worldwide.
• Worked directly with the COO to help integrate separate agency capabilities into a more coherent digital delivery model.
• Co-founded and co-ran the Rich Media Group during a major shift in digital production and experience design.
• Negotiated Leo Burnett’s first global Adobe contract, helping support digital creative production at scale.
• Helped lead Cadillac.com, Cadillac Under 5, and the Cadillac STS in-car DVD experience.
• Directed rich media and experience work, including a first-of-its-kind panoramic Flash vehicle rotation experience for Cadillac.com.
• Led major GoArmy web production and created more than 200 pieces of video content for the Army site.
• Built Daytime Dollars as an online-to-TV engagement system for P&G Productions, Guiding Light, and As the World Turns.
• Helped develop thebar.com as a Diageo CRM and personalization platform built around entertainment and data value exchange.
• Led Helio mobile strategy work focused on social networking, MySpace integration, identity, privacy, media sharing, and cross-platform UX.
• Strengthened cross-functional delivery across creative, UX, technology, media, analytics, production, account, and client leadership.