In 2020 I left corporate to work directly with small business owners. Not because the work is simpler. It isn’t. Because I know what it’s like to own something like this, and that connection is exactly why I do it. The impact is immediate. We see it working together, and because we’re in close contact, we can implement changes as we go.
Before that, I spent over two decades in New York City holding a variety of roles across entertainment publishing and fashion: Art Director, Senior Art Director, Creative Director, all of it spanning both print and digital (web) work. Serving as Senior Art Director for Victoria’s Secret, I created seasonal concepts across their print and digital channels. Magazine design for Entertainment Weekly and Us Weekly, covering celebrity culture on a weekly deadline. That pace taught me to work fast without cutting corners, and I thrived in it. Full Beauty Brands, where I drove 300% category growth in women’s clothing across ecommerce and catalog print sales through conversion-focused redesign. Brands where design decisions were measured in conversion rates and committee opinions in board rooms, with layer upon layer of approvals and corporate presentations. I know how to build something that performs because I spent years at organizations that couldn’t afford for it not to.
I’m based in Long Island, New York. I work with clients across the country. Now I do the same work for people who work with me as an equal partner, not one piece of a much larger machine.
I work with one client at a time, which means your project gets full attention, not a slot in a rotation. Discovery is thorough. Revisions are real. The handoff is complete. You leave knowing how to use everything I built.
That same approach extends to how I work with AI tools. I use them every day. For strategy, research, and workflow efficiency. I also teach clients how to use AI in their own businesses: at their level, for their specific workflows, without the tech overwhelm. The tools are available to everyone. Knowing what to point them at is still the work.
Twenty-five years in.
I still can’t ship something
I’m not proud of.
I treat every project like it’s my own business. That means I notice things outside the original scope. I ask questions you haven’t been asked before. I reorganize things that aren’t working even when nobody asked me to look at them.
This is not a liability. It’s the reason clients come back.
Print doesn’t get a second draft. That discipline never left.
I designed for Entertainment Weekly, Us Weekly, and Child Magazine in New York, back when print was the primary medium and there was no fixing a mistake after it went to press. Every project I take on still gets that same zero-margin-for-error treatment.
Every design decision was made for one person: the customer.
I led the redesign of their entire digital shopping experience. Category navigation, editorial storytelling, user flow. Building a site that turns browsers into buyers at the largest possible scale teaches you what design actually does. It’s not decoration. It’s the mechanism that moves people.
Data and design are not
separate conversations.
I drove 300% category growth at Full Beauty through conversion-focused redesign, then led a 20-person creative team translating consumer insights into brand systems at Positive Promotions. I bring that analytical thinking to every client project regardless of size.
You get the strategy that used to require an entire in-house team. Without the team price tag.
Small businesses don’t have 20-person creative departments or seven-figure budgets. They have me. And I bring the same strategic thinking I applied at scale to every project I take on. The size of the business changes. The standard doesn’t.
A complete, organized handoff: all files in standard formats, fonts licensed, brand guidelines documented. For web projects, a working site plus a walkthrough so you can manage it without depending on me. Everything I deliver is yours to use independently. See what that looks like →
Revisions are built into the process, not negotiated after the fact. After every major deliverable I present options and we refine from there. If something isn’t working, we identify why and fix it. I don’t hand you a first draft and call the project done.
Every industry I’ve worked in has one job: move someone from interested to committed. Fashion moves browsers into buyers. Publishing moves readers into subscribers. A restaurant moves curious diners into regulars. The strategic mechanics are identical. The context changes. I’ve been reading different contexts for 25 years. How the experience translates →
You can hire me for a single service. Some clients start with a brand identity and add the website later. Some come for AI coaching and end up doing a full brand refresh. Start with what you actually need. Let’s figure out where to start →
Brand identity: 3–4 weeks. Full website: 6–10 weeks. AI coaching is scoped to what you actually need. We set the timeline together up front. I give you a realistic estimate before we start, not after. Book a discovery call to get a real estimate →
One conversation. No pitch deck. We figure out if we’re a good fit and what working together would actually look like.