The work behind the work.
Led, not just made.

I am a creative and digital operations leader based in Hendersonville, North Carolina. I have spent the better part of a decade running creative, ecommerce and practical technology for a botanical products company, then for my own consulting practice and its clients.

At New Human I was Creative Director from 2016 to 2023. I directed the catalog, the education pieces, the product photography and the storefront, and I built the tools that let the production team print their own labels. I worked with the founder, the office manager and the sales team, and I stayed accountable for what shipped.

In 2023 I founded Start Right, a studio that gives small businesses a brand, a website, sales materials and a storefront with clear scope and clear credit. That work taught me how to run a delivery process with partners and how to say no to a promise I could not keep.

Alongside that I make documentaries and short films, because the discipline of earning access and cutting for a story is the same discipline that makes a campaign honest.

I am looking for a leadership role where creative direction, commerce and practical technology sit together, and where the person leading them is expected to stay close to the work.