San Francisco, California, United States
I'm a hands-on Creative Director with a passion for shaping iconic brands and designing immersive experiences. I bring ideas to life that inspire, educate, and build community. In my career I've had some meaningful accomplishments, including being the creator of Astro Nomical, Salesforce’s beloved mascot, and guardian of the Trailhead brand, delivering delight and consistency across product, marketing, events, and executive experiences.
Building a movement to turn AI curiosity into active innovation by breaking down complexity with creativity, fostering connection with community, and engaging doers with ideas and inspiration. Reports to CTO. Currently building a brand for a product and community that welcomes developers and AI enthusiasts. Recently led the creation of the company's new Agentic AI character Dewy. Specialties: Brand and Identity Design, Character Design and Development, Event Design, World Building and Storytelling
As the lead for Characters, Culture, and Trailhead at Salesforce, I created engaging ways to educate, inspire, and foster community. I collaborated with internal teams and external agencies to transform ideas into impactful brand experiences and events that delight customers, employees, and Trailblazers. Brand & Community Leadership Lead the brand evolution for the Salesforce Developers community, growing 3 million globally. Created a cohesive brand solution with internal stakeholders and community teams that resonates with our most passionate Makers: Developers, Admins, Architects, and Designers. Founding member of Trailhead, the fun way to learn Salesforce. Responsible for the brand, identity, and its influence within our products, events, and swag. Co-creator of the iconic Trailblazer hoodie, celebrating its 10th year in 2025. Empowered teams to leverage assets for initiatives such as campaigns, events, enablement, and engagement while staying true to the company's core values. Creator of most Salesforce Characters and stakeholder for all 3D and 2D character development, production, and fabrication. Mother of Astro Nomical, Salesforce's mascot, guiding users with a beginner's mindset. Author of the 2nd most popular Salesforce Blog post for multiple years and counting. Event Strategy & Design Transformed Salesforce's event portfolio with Trailhead Design, helping create unique hybrid experiences for customers and employees. Creative lead for TDX, Developer/Trailblazer events at Dreamforce, and executive experiences like Company Kickoff and Laulima. Oversaw mascot costume and character swag production, including stuffed animals.
Creative ideas for companies big and small. Clients have included lynda.com, Andreessen Horowitz, LVMH, IBM, BMW/Designworks, Walt Disney Co, Yahoo! and many more.