Past and present
10 brands-
Led all creative for a decade, then a full global rebrand. Revenue and web traffic doubled within 2 months of launch.
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A brand that holds medical AI and board-certified physicians in one sentence. Now live inside the Oura app in 43 states.
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The full identity and packaging behind the relaunch, across an 11-category pantry from pizza to popcorn.
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New positioning, a verbal and visual identity, and a website for care coordination serving Medicaid and Medicare members.
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Creative for the JRNY adaptive fitness platform. Part of the Bowflex decade.
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Directed photo and video for Schwinn Fitness alongside Bowflex. Part of the Bowflex decade.
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Agency work at Herman Scheer. Case study coming.
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Agency work at Herman Scheer. Case study coming.
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Agency work at Herman Scheer. Case study coming.
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Agency work at Herman Scheer. Case study coming.
About
I have spent more than 15 years in health, wellness and fitness, on both sides of the table. I built the in-house creative department at Nautilus, and I now run accounts at Herman Scheer, the agency I used to hire.
At Nautilus I led creative for Bowflex, JRNY and Schwinn Fitness. I directed every photo and video shoot the company made for a decade, grew the team from one person to eight, and moved four of them into senior and director roles.
On the marketing side I launched DTC and retail for seven straight years, hitting 5× ROI against $65 million media budgets in back-to-back years. Annual revenue grew from $150 million to more than $650 million during my tenure.
Today I work with health and wellness brands on positioning, identity and campaigns. I represent the client and the creative team with equal weight, because I have been both.
How I work
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The brief you get is rarely the problem you have. I ask a lot of questions so you never need to come back to me with “that isn’t what I expected.”
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Clear scope, honest timelines, no surprise pivots at 5pm on a Friday. Communication is key and I do a lot of it so you never have to guess or read my mind.
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Every issue arrives with two or three ways forward and my recommendation attached. Decisions get made faster when someone already did the thinking.
Where you’ll find me
My answers to that scary “what are your strengths” interview question.
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01 / 08
Creative strategy
Finding the real problem and the position that solves it. Creative that doesn’t just look good, but makes the media plan look good, too.
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02 / 08
Creative operations
I love a good plan, and building a creative process lets people do what they do best. Scope, workflow, resourcing, all the things.
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03 / 08
Team leadership
Building and managing a team was my favorite part of being a CD. Now I get to build mini-project teams and solve client challenges daily.
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04 / 08
Brand identity
Strategy, naming, visual systems, verbal identity, and art direction that hold up long past the brand book.
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05 / 08
Art direction and production
Photo and video from concept to delivery. A decade directing everything my $650M company shot.
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06 / 08
Product marketing and GTM
Launches across DTC, retail and paid. Seven straight years of them.
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07 / 08
AI workflows
I lead AI workflows at Herman Scheer, building efficiencies in how we work day to day. Faster ideation. More exploration. Always through human touch.
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08 / 08
AI image generation
Product. People. Concepts. Photo. Motion. You name it, I’m exploring it and getting better each day.
Word for word
From people I’ve worked for, and people who’ve worked for me.