New York, New York, United States
Creative Director and strategic brand design expert with over fifteen years of international experience, I specialize in creating and developing distinctive, memorable, and culturally relevant brands. My career spans France, Ireland, Switzerland, Singapore, China, and the United States, working with global brands, private labels, and leading design agencies. I have operated across fashion, beauty, FMCG/CPG, automotive, alcohol, and F&B — from trend-driven and culture-led projects to premium and luxury work. This breadth has shaped a versatile, globally attuned skill set, and I remain curious, agile, and deeply committed to creative excellence. Over the years, I have helped global agencies expand their networks internationally, contributing to the development and growth of studios across Asia and the United States. I have built offices from the ground up, strengthened cross-regional collaboration, and forged internal partnerships that elevate both creative quality and business performance. Working with organizations of all sizes — from start-ups to global networks — has given me a clear understanding of the challenges companies face at different stages of their evolution. My leadership style is hands-on and collaborative. I believe in leading by example, fostering an environment where curiosity, passion, and craft can thrive. I’m equally focused on building strong cultures, raising creative standards, and empowering teams to produce their best work.
Partnering with global design agencies and forward-thinking companies, from emerging businesses to large organizations, across North America, Europe, and APAC. I work at the intersection of strategy, creative direction, and design shaping brand narratives that drive relevance, differentiation, and market impact. I also integrate AI into the creative process to accelerate workflows, enhance efficiency, and support scalable design systems. Specialized in strategic insight, concept development, and the creation of impactful, unique and recognizable brand and packaging design systems, I bring strong expertise in FMCG/CPG environments, designing brands that perform across categories, formats, and complex retail ecosystems. I bridge analytical rigor with artistic intuition to build distinctive brand systems that scale across channels and markets while maintaining clarity and equity. I lead and support cross-cultural and remote teams, combining strategic facilitation with high-level creative direction and hands-on design to translate complex challenges into clear, cohesive, and production-ready solutions.
Part of the global creative excellence team, leading US and international client portfolios while building strong global and local partnerships. Drive business growth by identifying opportunities, expanding existing relationships, and supporting new client acquisition, while contributing to strengthening the agency’s global image. Serve as a senior creative partner to clients, leading high-level strategic presentations, design sessions, and workshops with senior stakeholders, bringing clarity and authority to complex creative conversations. Lead the definition and implementation of strong brand strategies, translating business challenges and retail realities into distinctive, insight-driven solutions. Drive the development of scalable brand design systems and packaging ecosystems across categories, formats, and retail environments, ensuring consistency, flexibility, and brand equity at scale. Ensure creative work is both ambitious and executable, balancing vision with real-world production, regulatory, and retail constraints. Collaborate cross-functionally with creative, strategy, and client teams to deliver strategic and creative excellence across all touchpoints. Contribute to establishing global best practices with TC global team, elevating creative standards and ensuring alignment across teams and markets. Foster team development by creating a collaborative and motivating environment that encourages ownership, craft excellence, and accountability. Strong local and global business acumen within the FMCG sector, with deep understanding of retail dynamics and brand ecosystems.
Head of the North America Creative team. Supervise and grow the creative team including, graphic design, artworker, copy writers and visualizers as well as supervise external resources such as photographers, stylists, illustrators, 3D and web designers, as needed per projects. Responsibilities include also planning and assignment of creatives resources, supervising and driving the delivery of exceptional creative ideas and solutions by the creative team, finding the best solutions within budget for the client, presenting the work to the client and developing strong partnerships with them. Servicing clients including Weight Watchers, Unilever, Beliv, Heineken, Edgewell, Danone, as well as local brands. Worked closely with the agency and group management to strengthen the worldwide presence of the agency, its positioning, and internal/external relevancy. Collaborate with h&m agencies in Asia and Europe to deliver high quality strategies and design concepts. Part of the global pitch excellence team to ensure high rate of pitch success Ensuring the agency has a high level of success when pitching new projects and competing with other agencies, as well as helping to develop a strong new business communications that contribute to reflect best the agency success and fame.
Head of the Creative team, worked in partnership with the CEO and GM to grow and establish the agency to be the largest in Shanghai : from 4 to over 75 employees within 5 years. Creative lead for all key clients, tasked with delivering exceptional creative ideas and solutions, whilst ensuring projects stay on-track and on-brief. Duties include leading conceptualization, brainstorming and briefing sessions, planning and assigning creative resource to clients’ projects, presenting creative work to clients and building strong relationship with clients, as well as develop a strong agency culture. Responsible for recruitment, management, and ongoing development of creative and production personnel, doubled the creative team within the first year; including graphic and structural designers, visualizers and final artwork artists. Managed a team of 20 ( design directors, graphic designers, visualiser, motion artists, 3D rendering, artworker,…) Develop an award recognition program for the agency to follow and gain further recognition. Servicing clients including PepsiCo, Coca Cola, Mondelez, Anheuser-Busch InBev, Kimberley Clark, Unilever, Kellogg's, Yili and Huawei.
Creative head, responsible for leading all conceptual design work along with reorganizing the internal structure of the design function, growing the creative department and establishing strong working processes. Developed a fresh new identity for Why? and actively lead the refresh of the agency’s reputation and values for prospective clients and employees; through new media, press and recruitment consultancies. Grew the design team from 3 to 8 designers, augmenting the studio’s breadth of creative capabilities. Defined the planning process, tasked with ongoing recruitment and management of additional freelance designers, along with ongoing employee evaluation and development. Role entailed defining the high-level creative territories and strategic approach for client projects, through to execution of specific creative ideas and overseeing final implementation. Credited with helping to achieve 50% increase in project traffic from Unilever, and in partnership with the client servicing team, successfully attained new relationships with Tefal Asia and Total. Services include packaging, advertising and branding for clients such as Unilever (worldwide), Tefal Asia, Tiger, Danone as well as other local brands.
Art direction Branding Packaging Corporate identity (Previously Graphèmes)