I am a Global Creative Director and Design Strategist with 20+ years’ experience shaping brands like Nike, UBER, and Coca-Cola.

Originally trained in industrial design, I combine systems thinking with high-fidelity craft to simplify complexity across brand, experiential, and digital touchpoints.

As a former ECD and Acting Managing Director, I lead multidisciplinary teams while remaining deeply hands-on. I specialise in building scalable design systems and AI-first creative workflows that navigate the tension between prosumer agility and enterprise credibility.

Based in Amsterdam, I help global organisations translate vision into tangible, culturally relevant experiences at scale.