Leading the global creative function behind IBM's most visible content, overseeing Creative Directors and Executive Producers across product launches, flagship keynotes, client stories, and content franchises. Working at the intersection of creative strategy and business outcomes, the work builds content systems that scale across global teams while making complex AI topics accessible and compelling to executive audiences. Agency partnerships with Ogilvy, Buck, Gretel, Tendril, CATK and AKQA extend this creative vision across disciplines and markets.
Headline keynotes
Think is IBM's flagship event and one of the most visible stages for communicating the company's AI strategy. With a $25.5 billion pipeline at stake, 29,000 attendees, and 39.5 million views in media reach, the creative stakes are high. The work spans the entire experience, from mainstage keynotes to over 40 spotlight sessions and demos, with story templates, creative standards, and review rhythms that bring structure and consistency across workstreams. This approach connects keynote vision to detailed product and industry content in a way that resonates with audiences and reinforces IBM's value. The scope expanded into executive keynotes for high-profile stages including CES, Gartner, and AWS re:Invent, and for IBM CEOs and SVPs.
A content system built to bring IBM's client partnerships to life across all channels and audiences. Designed to flex across social, web, sales, presentations, and thought leadership, the system maintains a consistent editorial and visual framework built around themes of human connection, industry transformation, and shared progress. Working closely with sales, product, marketing, and leadership on both the IBM and partner sides, the team delivered interviews, photography, social content, video, and presentations adaptable to different team needs. The system continues to perform, driving a 27% increase in engagement, a 64% rise in watch time, and a 17% boost in click-through rates.
Product launches
Every IBM product launch is a chance to show what's new, why it matters, and how it drives real business impact as companies work to operationalize AI. The work centers on building core content systems that support each campaign, aligning strategy with creative to drive awareness and accelerate pipeline across thought leadership, demos, and product features. The process maps product truths to market needs, producing launch films, decks, white papers, visuals, and expert-led videos that serve global teams across web, social, comms, and events. One recent launch generated over 10 million impressions in just a few months, with a 63% engagement rate, 200,000 podcast downloads, and video completion rates as high as 86%.
AI Academy
To grow IBM's AI mindshare, this work led the development of a content franchise built for where the audience already was: YouTube. The goal was smart, approachable content useful for CXOs and tech enthusiasts alike. From topic selection and scripting to visual design and production, the strategy and creative standards now scale across teams. Subject matter experts, interviews, and animation transform complex topics into clear, engaging episodes. Now in its third season, the franchise has driven 35% brand growth, a 78% video completion rate, and tripled YouTube viewership year over year, while cutting production costs by more than 50% and tripling output.
Recognition
SPD Brand of the Year • Apple Featured App • Time Top Ten • Adobe Strategic Partner
Building creative systems that solve complex business problems.