Digital Design Director
I bring strategy, story, and craft together to create experiences that people love and businesses rely on. Over more than 15 years, I've led work for brands including Thermador, Starbucks, Bosch, and Western Digital, from product launches and campaign experiences to purchase tools that have driven triple-digit sales growth.
As Digital Design Director at SmartMagic, I direct and mentor a team of designers and copywriters, guiding work from early research through launch. My background spans UX/UI, visual design, copywriting, and brand building, including cofounding Boba&Vespa and creating its identity from the ground up.
My philosophy is simple: design should be both beautiful and useful, and it should leave a lasting impact long after launch.
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