Here’s the short-ish answer:

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I help brands figure out who they are, what they sound like, and how to bring that to life in a way that actually sticks. I was among the first students to attend Miami Ad School in the early ’90s, where I learned the art of advertising the old-school way: concept first, words matter, ideas earn their place. Since then, I’ve worked as a Copywriter, Creative Director, and Executive Creative Director for ad agencies, design firms, and in-house teams in Las Vegas and Los Angeles. For more than two decades, I’ve also partnered directly with founders, restaurateurs, real estate developers, and operators to name companies, build brands from scratch, reimagine existing ones, and create the kind of storytelling that connects business goals to human behavior. My specialties are naming and brand architecture, creative strategy and storytelling, building and leading in-house creative teams, and translating between corporate leadership and creative talent. I’m just as comfortable on a production floor as I am in a boardroom — and I’m fluent in both languages. Most recently, I served as Executive Creative Director of Caesars Entertainment’s in-house agency, leading a team of 100+ designers, copywriters, art directors, and production artists responsible for brand, promotional, and direct marketing work across more than 50 resort destinations nationwide. Somewhere along the way, I also created the first bikini waxing shop brand in the country for my wife back in 1999. It became wildly successful, allowed me to be a stay-at-home dad for a good portion of my career, and remains one of the things I’m most proud of — professionally and personally. Today, I work as a Brand Architect and Creative Leader, partnering with companies who want more than clever – They want clarity, consistency & craft. What’s here is a fraction of what I’ve done. But it’s a pretty accurate reflection of me.

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And yes — my mom still asks.