Please contact me for more comprehensive work samples.

Hook’d Social Music Platform

Hook'd iOS music platform


Collaborating with a music software startup, I led a team of internal and client-side engineers, designers and strategists to launch a one-of-a-kind social singing experience. Starting from a proof of concept, I spearheaded development of iOS and Android prototypes, conducted rounds of usability testing & focus groups, and directed creation of the brand identity.

Beyond owning the entire product experience, I helped the client build a team to support the community of users,  marketing campaigns and social strategy. After bringing the iOS app to launch, acquiring 1mm downloads and 300k monthly active users, I led the expansion of the platform to include an iOS Hook’d for Messenger app and live activations at SXSW and MTV’s Isle of MTV on Malta.







Head of Product, Creative director, Experience design


PepsiCo digital experience


Working with fellow strategists and creatives, I helped pitch and win DAOR status for my agency with PepsiCo. Over the subsequent months, I worked closely with the client’s Digital and Comms teams to identify key problems to solve, while developing a holistic content strategy to better align with their corporate communications strategy. This led to the relaunch of their corporate website and creation of a live storyhub to immediately surface the global stories that matter to customers, investors and the media.

PepsiCo storyhub experience


Creative & UX director, Project & Content Strategy lead




As the project creative lead, I worked directly with the client to architect the overall site strategy and experience design of IAC’s corporate website. Leading the team of content strategists, interaction designers, and developers, I guided the project from concept, through design and development. As a holding company with a revolving portfolio of products, IAC’s primary business requirement was a flexible and simple CMS for their internal comms team.


Creative & UX director

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