Two products, shipped solo. Fifteen years of brand before that.Two products, shipped solo. Fifteen years of brand before that.

Norte is a wallet intelligence app for premium cardholders, taken end to end solo on an AI-native workflow, from brand and product to the engineering and growth. The AI does the volume and I hold the gate: the assistant reads the fine print and cites its source, but never invents. Live on iOS at 5.0, with activation above the industry standard.

Led brand and campaign production end to end through Miro's run from 20M to 50M users, as it repositioned from online whiteboard to the place modern work happens. Owned a $10M+ annual budget across digital, OOH, paid social, CRM, and content, on the path to a $17.5B valuation.

Built the creative studio from zero to 20+ specialists across six cities, shipping some of the best-performing ads myself before scaling the team that took over. Co-wrote the creative testing framework that put data and creativity in the same room, still used by global brands, and turned the company creative-first behind a €200M round.

Led creative direction and strategy across the agency, 40 creatives through four discipline leads in motion, design, strategy, and video. Coached first-time leaders into the role, ran the creative reviews that pushed the work from technically clean to genuinely strategic, and led the teams that won new business. Tactical was named Independent Agency of the Year, Campaign Middle East 2024.

Six months as fractional creative lead for NordPass, from social production to a flagship passkey explainer. Ran the international bidding across three production houses and directed the brand film, NordPass's best-performing campaign of 2024.