Good things take tending…

I was born in Morocco to a Peace Corps family, which probably explains everything that came after.

Growing up between cultures gave me an early obsession with how people make meaning — what they value, what they reach for, what makes something feel true to them. I channeled that into degrees in Anthropology and Studio Art, and then took it as literally as possible by spending time as a site supervisor and translator at an archaeological field school in the Nile Delta. I wasn't digging for artifacts. I was learning how to read people and place at the same time.

That same curiosity is what eventually pulled me into design — with a nudge from my anthropologist father, who somehow saw the connection before I did. I trained as an anthropologist before I became a creative director, and that wasn't a detour. It was the whole point. I've always been more interested in what moves people than what impresses them, and that lens shows up in everything I do: the briefs I write, the teams I build, the work I won't ship until it's ready.

For the past 15 years I've led creative across fashion, luxury CPG, and DTC — from early-stage startups to global brands with nine figures in revenue. Along the way I've helped raise $16M in Series A funding, contributed to a product launch that generated $64M in its first 5 months, and spent a lot of energy turning creative teams from service functions into strategic partners who have a seat at the table.