Digital Advertising
Digital advertising has taught me that effective communication isn't just about the message—it's about understanding the environment in which that message lives.
Throughout my career, I've worked on campaigns designed for screens and formats of every scale, from commuter communications and transit systems to national and international outdoor campaigns for some of the world's most recognizable brands. Along the way, I developed a deep appreciation for the engineering behind the work: how viewing distance affects resolution, why a rooftop spectacular requires a different approach than street-level signage, how typography behaves at scale, and how technical decisions influence what audiences actually experience.
Early in my career, I designed maps, transit materials, seat drops, and informational signage that helped commuters navigate their daily routines. Later, I spent more than a decade preparing large-format campaigns for production, adapting creative concepts across formats while managing complex specifications, international measurements, and exacting production requirements. Attention to detail mattered. Sometimes that meant catching inconsistencies in architectural schematics before they became costly mistakes. Other times, it meant understanding that the technically "correct" solution wasn't necessarily the most effective one in the real world.
I've learned that successful digital advertising lives at the intersection of creativity, strategy, and execution. Great work doesn't happen by accident. It requires understanding both the message and the medium—and respecting the realities of how people actually encounter the finished piece.
At its best, digital advertising is where communication, craftsmanship, and real-world problem-solving meet.
Cross-Platform Execution
High-volume ad production for digital campaigns — including resizing, formatting, and mechanical prep for dozens of specs for high-end clients, per campaign. I ensured creative assets were optimized for all required placements across all vendor platforms.
Out of Home (OOH) Advertising
From a worldwide ad agency where I handled prepress for large-format media to real estate signage where I managed both design and production, my OOH work blends technical precision with boots-on-the-ground practicality. Whether it’s a billboard in Times Square or a just-listed sign on a suburban front lawn, I deliver clean, legible layouts built to be seen and remembered.
Email Campaigns
I’ve produced email campaigns ranging from polished corporate newsletters to personalized sends for top-producing real estate agents. My work balances branding consistency with audience relevance — ensuring every message not only looks sharp but lands where it matters. From layout and hierarchy to mobile optimization, I bring a detail-focused approach that supports both large-scale and one-to-one outreach.
Digital Publishing (Adobe DPS)
The tools may change, but curiosity—and collaboration—don't. While Adobe Digital Publishing represented an earlier chapter in interactive design, the principles of thoughtful user experiences and digital storytelling remain timeless. Throughout my career, I've often found myself leading informal teams, training colleagues, and helping others navigate new technologies and evolving workflows. I'm excited to continue expanding my expertise with today's collaborative tools, including Figma, and to bring that same spirit of curiosity, mentorship, and problem-solving to whatever comes next.