Experience and Leadership Style
“World-class creative shouldn’t just capture attention—it should drive business transformation.”
I’ve spent 26 years as a Creative Director at an executive level, learning that the best creative work and the best business outcomes are never separate goals. They’re the same goal, chased from two directions at once. That belief has guided brand transformations for household CPG names like Perdue, Nature’s Own, and Wonder Bread—work that’s helped push multiple national brands, whose creative I oversaw, into the #1 market share position in their category, including Dave’s Killer Bread (#1 Organic Bread Brand), Mrs. Freshley’s (#1 Vending Brand), and Canyon Bakehouse (#1 Gluten Free Brand).
One of the things I’m proudest of is building things from scratch. I’ve stood up two internal agencies over my career, including scaling one team from 4 people to more than 22 multidisciplinary creatives, with 6 direct reports—work that saved millions in operational costs while actually raising the bar on what the team produced. That’s the part people don’t always expect: efficiency and creative ambition aren’t in tension. Done right, they feed each other.
My leadership style starts with empathy. I try to genuinely understand what my team is experiencing—not just their workload, but how they feel about it—because that’s where trust gets built, and trust is the only real foundation for great creative work. From there, I focus on mentoring artists, designers, and other team members to push past their comfort zone across national and global campaigns, packaging redesigns, digital shelf strategy, and large-scale commercial productions. I’m also genuinely energized by new tools—bringing AI and next-gen workflows into production pipelines not to replace craft, but to free people up to spend more time on the parts of the work that actually require a human.
At the end of the day, I don’t think of myself as someone who manages a department. I think of myself as someone who builds creative cultures—ones where people do the best work of their careers, and the business grows because of it.
Perdue Foods, Salisbury, MD
Director, Creative Services
Feb2023- Current
- National Campaign Direction: Directed creative development for high-profile national advertising campaigns, including Super Bowl activations, major commercial productions, and award-winning social campaigns featuring top celebrity talent.
- Executive Advisory: Served as a trusted creative advisor to executive leadership, presenting strategic, data-driven creative recommendations and brand visions to the C-suite.
- Brand Transformation: Led comprehensive packaging and brand redesign initiatives across the digital shelf, e-commerce, web, and retail channels—achieving a 25% increase in consumer awareness validated by neural testing.
- Internal Agency Scale: Established, scaled, and led a cross-functional internal agency comprising designers, creative managers, copywriters, photographers, videographers, and food stylists, generating $1.5M in year-one savings and $2.2M in year-two.
- AI & Workflow Innovation: Pioneered the integration of Generative AI tools (Adobe Firefly, OpenAI, Claude, Google Gemini) into the creative department, accelerating concept development and drastically reducing production turnaround times.
- Operational Modernization: Spearheaded the enterprise implementation of Monday.com and Acquia DAM, boosting overall departmental productivity and asset retrieval times by 15%
Expanded Resume
Wewerka Creative Consulting, Remote/Tallahassee, FL
Principal & Executive Creative Consultant
May 2023- Jan 2014
Provided high-impact fractional creative leadership, brand strategy, and design consulting for CPG and B2B clients during a planned career transition.
- Led brand strategy and creative development for Xooma Worldwide, South Florida Yachts, and consulted on packaging development for several CPG projects and FinTech apps.
- Advised executive teams on in-housing creative pipelines and digital shelf optimizations.
Flowers Foods, Remote/Thomasville, GA
Creative Director (Creative Services Manager)
May 2018- April 2023
Spearheaded global creative strategy and brand positioning for a multi-billion-dollar portfolio of iconic CPG brands, directly supporting revenue growth from $4.3B to $5B.
- Market Share Growth: Developed and executed integrated national creative campaigns that successfully elevated three major portfolio brands from second- and third-tier market positions to category leaders.
- In-Housing Strategy: Scaled the internal creative team from 4 to 22 professionals (with 6 direct reports), bringing 80% of creative production in-house and recovering approximately $2M in annual agency spend.
- Strategic Partnerships: Directed co-branded creative initiatives and national campaigns in partnership with major entertainment and CPG giants, including Disney, Sony Pictures, Sega, Nickelodeon, Hershey’s, and Mondelez.
- Omnichannel Strategy: Directed social, e-commerce, and digital shelf content strategies that modernized the online brand presence and accelerated digital sales growth.
- Platform Consolidation: Unified disparate web platforms onto a centralized infrastructure, delivering $154K in recurring annual savings while increasing creative turnaround times by 25%.
The League, Tallahassee, FL
Creative Art Director
Aug 2014 – May 2018
Led integrated marketing and creative campaigns for a diverse portfolio of national B2B, B2C, and nonprofit clients.
- Team Leadership: Managed a 10-person creative team of graphic designers, copywriters, and social media managers.
- Omnichannel Brand Identity: Directed end-to-end brand identity, packaging design, out-of-home (OOH) advertising, and digital campaigns, while managing creative budgets, media investments, and client-facing presentations.
SR&B Advertising, Baltimore, MD
Creative Director
Oct 2009 – Aug 2014
- Brand & Tech Leadership: Built and led a new in-house web development and digital design department, keeping digital production in-house and recovering $150K annually.
- Key Account Creative: Served as the lead creative strategist and presenter for high-profile clients including Under Armour, Toyota, Ford, and the University of Maryland.