AI TRANSFORMATION
Building an AI-Forward Global Service Delivery Organization
Leading the strategy transforming Coupa Brand & Corporate Marketing into an AI-forward team every function trusts.
VP, Creative & Interactive | Brand Strategy Leadership · Coupa Software
Turning vision into brands people believe in.
I build AI-forward creative organizations without losing the humans who make them work.
25+
Years Experience
15+
Years Leadership
35+
Brand Rebrands
Me.
“I build the kind of brand people believe in, not just buy from.”
Strategic brand and creative executive with over 25 years building iconic brand experiences, including 15+ years leading high-performing teams inside high-growth, technology-driven companies. As VP, Creative & Interactive, I partner with our Chief Brand Officer to lead brand strategy, and I own a 12-person organization spanning Design/Creative, Video, and Web/Interactive, with full budget accountability of $1–5M. I’ve led a full pivot to an AI-forward creative operation, architecting agentic workflows and bot-driven production. I co-designed the strategy behind our "Concierge" AI orchestration layer built to solve collaboration across all of corporate marketing, not just design, carrying projects from first request through to finished, published work. This is expanding creative capacity, unlocking new brand capabilities, and driving measurable efficiency at scale. I lead with a human-first philosophy, on the belief that creative and technical excellence starts with how you support the people doing the work. My background across B2B, B2C, and agency environments gives me a holistic view of how brands scale and compete, paired with a forward edge in applying AI to reshape how creative organizations operate.
“The value was never in the assembly. It was always in the judgment layer.”
01
AI-Driven Creative Strategy & Transformation
Architected agentic workflows and orchestration systems (Concierge) that redefine how creative organizations scale.
02
Brand & Creative Leadership
Setting vision and building high-performing, multidisciplinary teams across Design, Video, and Web/Interactive.
03
Digital Experience & Conversion Strategy
Treating the corporate website as our #1 sales channel, driving conversion through persona-first UX and buyer-journey strategy.
04
Emerging Technology & Digital Innovation
Applying AI/agentic systems beyond the creative team, as part of a larger multi-team orchestration strategy spanning corporate marketing and sales.
Featured Work
BRAND STRATEGY
From One Chapter to the Next: The Tale of Two Rebrands
Leading Coupa through two full brand transformations, each one built to match exactly who the company was becoming, with a third evolution already taking shape.
DIGITAL EXPERIENCE
The Website as Our #1 Sales Channel
Rearchitecting Coupa’s digital experience to convert visitors into pipeline — treating the site as revenue infrastructure, not a brochure.
EVENTS
Go Big or Go Home: Elevating Event Experiences Beyond Expectations
Turning Coupa’s flagship conference into one connected story, not a checklist of sessions, with a human-first team behind it built to deliver under the highest-pressure week of the year.
Experience
Coupa Software
VP, Creative & Interactive · 2018–Present
Led creative through Coupa’s $2B → $8B+ valuation and acquisition story — 12+ team members plus 10+ agencies directed, a 5x increase in creative output.
Alfresco
Design Services Manager · 2014–2018
Built brand strategy, visual identity, and campaign systems for an enterprise content and process management company.
Kabam
Senior Visual Designer · 2010–2014
Creative direction across mobile game titles, persona driven storytelling, work on interactive experience design.
Advisory: University of San Francisco — trusted advisor to USF’s AI-Driven Leadership Program, aligning curriculum with the evolving demands of AI-driven organizational and marketing leadership, and bringing an executive perspective at the intersection of AI, brand, design, and strategy.
Early career: Imigent Media — ten years running creative for a small brand agency, where a new client meant a new audience every few weeks: brand identities, websites, print, and campaigns for businesses that had nothing in common with each other. That constant resetting is where the persona instinct started. When the audience changes that often, you stop assuming you know who you’re designing for and start asking - the same muscle behind everything else here.
Leadership
“Leadership is a human practice before it’s a business one. I lead on the belief that people aren’t resources who happen to produce work. They’re humans who happen to be brilliant at what they do.”