Work / 01 — 07
Two products, shipped solo. Two decades of brand before that.
Builds
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.
A gamified debt and savings companion that turns Sunday money-dread into one small Monday move, built solo on everything Norte taught me. A no-shame system designed to win when you stop needing it. Invite-only beta.
Agency
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.
Ran an international bidding process, directed the production, and shipped the brand film, NordPass's best-performing campaign of 2024.
Ran creator-led production for consumer brands at volume, 100+ assets a month across Meta, TikTok, and Google, for names like Shea Moisture, Innocent, and Anessa. Whiskas, 5x purchase intent. Vaseline, +137% CTR.
B2B SaaS
Led brand and campaign production end to end through the run from 20M to 50M users, on a $30M+ annual budget across digital, OOH, paid social, CRM, and content. Grew the team and built the gated production system behind two award-winning Distributed events, 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.
Earlier: founded Kinetic Pixel, my video studio, acquired by Zeeland Family in 2014.