Origin & Background:

Where did you grow up, and how has that environment influenced your worldview or work ethic?

I grew up in a small town, nestled between two rivers, on an organic UPick Farm. There, between the rhythms of nature and the flow of the rivers where I spent my summers, I imbibed the ethic of hard work. From planting to harvesting, to preserving seasonal crops for winter use, I was hands-on from a young age. I even took the reins of a tractor by the age of five.

Were there significant cultural, familial, or community influences that shaped your early years?

My parents were a constant guiding force. Growing up on a farm deeply influencing my character. Soccer has been a passion since I was three. I've always approached the game, and life in general, with an "all in" mindset. This perseverance was epitomized in my early years when, after breaking my arm at five, I couldn’t bear to be away from the game; so I ran alongside the pitch throughout the season, embodying my determination to be a part of the team. When I broke my leg on the soccer field, and later in a Muay Thai fight as an adult, my reactions were much the same - an unwavering determination to continue, trying to soldier on much to the annoynace of my coaches. I now help run a charity in Costa Rica called Tacos for Ticos. We deliver gently used soccer cleats that we collect in the USA to children in Costa Rica in rural areas that would otherwise not be able to play soccer.

Passions & Influences:

When did you first become interested in advertising, branding, or storytelling?

Ever since I can remember, I've been coming up with business ideas. In high school, I worked in our school coffee shop at lunchtime, but it wasn’t fun to sit inside at lunch in the nice weather. I saw an opportunity to sell Italian Sodas outside during sunny days, branding it "Sodas in the Sun".We sold out every lunch period we sold them. It was then that my DECA teacher encouraged me to compete in DECA's competitive events. To my surprise, I took first place at both the school level and the state championship in advertising. This was my introduction to brand storytelling, and I further explored this passion by starting in the college marketing department during my freshman year.

Were there any key figures who deeply influenced or inspired you in your career or life decisions?

Definitely. In my early 20s at JWT, my Executive Creative Director, Mary Olson, was an amazing mentor. She ingrained in me the value of putting people over business. Later, at ZAAZ, I was under the guidance of Shane Atchison. His unique approach to integrating in-depth analysis into the creative process changed the way I thought about creativity. It became analytical, strategic. The family culture at ZAAZ, and the bond I formed with my colleagues, is something I cherish to this day.

Challenges & Growth:

What are some challenges you've faced in your journey?

One of the most significant challenges was finding my voice, especially when I viewed things differently. I was very fortunate to work under creative directors who encouraged and trusted my intuition, allowing me to hone a strategic approach to my work.

Was there a particular moment or experience that significantly changed the trajectory of your career or life?

When ZAAZ was bought by POSSIBLE, we onboarded Clorox as a client. This account was primarily focused on e-commerce and ran out of our media department, partnering with Amazon. Although it was seen by some of the creative team as a step back, I saw the immense potential within the realm of product detail pages and ad products. We did amazing things with the account and collaborated with Amazon and Clorox to bring huge ideas to life that crossed between tangible applications to digital ones.

Achievements & Milestones:

Of all your achievements, which are you most proud of?

Leading the creative direction for the launch of the Colgate Whitening Pen stands out. The Pen was a first to market launch and we were tasked to come up with a repeatable framework to launch all of Colgate R&D products first online instead of brick and motar. We developed all assets from scratch, pioneering a new strategic framework, conducting fresh photo and video shoots, and finally, launched the product exclusively online during the pandemic's onset. We surpassed our sales targets significantly and ended up the number one best seller in the category quickly.

Were there any collaborations pivotal in your understanding of your craft?

Absolutely. Working on brands like Burt's Bees and Brita Water Filters, I realized the essence of stellar product photography. This understanding led me to help establish a content studio to cater to our creative needs.

Vision & Future:

What are your aspirations for the future?

For the past few years, I've been focusing on creating bilingual campaigns that are culturally relevant. There's an entire segment, like the 40M Spanish speakers on Amazon, often overlooked. I've been striving to design specifically for these cultures, ensuring everyone feels seen and represented.

How do you envision the future of advertising and branding?

It's a thrilling time for advertising. AI is an amazing tool. Brands can now deeply integrate into people's lives, beyond the traditional TV spot. In the ever-evolving digital landscape, the goal is always to have the right conversation at the right time. The potential for genuine BtoC connections has never been stronger.

Values & Beliefs:

Are there core values or beliefs you've consistently held throughout your career?

At the foundation of my beliefs is the idea that you're only as strong as your team. For me, nurturing talent, fostering trust within teams, and championing collective growth are paramount.

How do these values manifest in your interactions with others?

My mantra has always been to put people first. It's about listening, valuing everyone's input, and ensuring that the teams under me always shine. I believe in leading with empathy, ensuring everyone can bask in the spotlight together.

Human Moments:

Are there personal experiences that deeply impacted you?

Two moments stand out. First, being a Muay Thai fighter taught me the essence of grit. Training twice daily in Thailand, running approximately 17 miles a day in 100-degree heat, instilled resilience. Second, my daughter's diagnosis with a rare childhood pancreatic cancer was a poignant reminder of life's fragility and the true value of people and experiences.

Do any hobbies or activities outside of work feed into your creativity?

Beyond my professional life, I've always been involved in charitable projects. Whether it's raising funds for orphans in Thailand or collecting soccer cleats for kids in Costa Rica, it's about making a difference. I've also been an athlete all my life, coaching soccer, Muay Thai, and water polo, reinforcing my belief in the power of teams.