Creative leadership for better work
– and better ways
of working
Helping brands build stronger integrated campaigns, brand platforms and the creative systems that support them
Building stronger ideas – and the modern systems that help them work harder.
What I help with
Integrated
Campaigns
Ideas that connect.
Campaigns that perform.
Brand Platforms
Big ideas built to scale beyond
a single campaign.
Creative Systems
Better briefs, smarter workflows and AI-enabled ways of working that improve quality, speed and scale.
Selected impact
15+ Years
global experience
20+ Creatives
team leadership
40+ People
in-house agency transformation
246M+ Views
across major brand work
Redesigning how an in-house creative agency works.
CREATIVE SYSTEMS IN PRACTICE
The retailer’s internal agency had strong people, but fragmented workflows were making it harder to produce consistently strong creative at scale. Work entered through multiple routes, ownership was unclear, senior creative talent was being pulled into production churn, and teams often relied on meetings, memory and individual workarounds to keep projects moving.
Engaged through CoIQ, I led the design of a future-state creative operating model built to strengthen the work as well as the way it moved through the organization.
The model classified work upfront so strategic campaigns, existing platforms, production requests and fast-turn projects received the right level of creative development. It clarified ownership across Creative, Studio Production, project management and QA, while introducing a connected six-phase workflow from initial business need through delivery and learning.
It also replaced overbuilt campaign toolkits with a more focused Master Creative system, supported by clearer handovers, approval points and production guardrails. Recommendations covered team structure, resource visibility, asset reuse, supporting platforms and responsible opportunities for AI-assisted production.
Major Canadian retailer · Future-state operating model · B2B and B2C teams
40+ team members
trained
3 Core tools approved
B2B + B2C
teams introduced
to the new model
Selected clients
Ways to work together
Fractional creative
leadership
Embedded senior creative leadership, when and where it’s needed
Brand & Campaign Leadership
From insight and idea
through execution
Creative
workflow
& AI integration
Systems that make creativity more effective
Creative experience.
Systems thinking.
I’ve spent 15+ years leading creative from both sides of the equation – building the work and improving the way it gets made.
Across agency, in-house and consulting environments, that experience has shaped a simple belief: ambitious ideas thrive when the right leadership, processes and systems support them.