Executive Creative Director, North America (2019-2022)
Creative Lead for Land Rover in North America + Member of the Global Team. Delivering all creative expertise, brand strategy, 360 ideation, branded content and Influencer/ Creator Collaboration and activations. Globally in 44 countries.
Led Land Rover (Range Rover, Defender, Discovery) global creative efforts, executing marketing strategy and creative driving highest double-digit sales growth EVER.
Developed and executed Defender’s U.S. reintroduction campaign, winning Campaign of the Year.
Built an Influencer & Creator Incubator, successfully integrating cultural voices to expand audience reach and brand authenticity.
Led a pioneering Land Rover social-first creative team resulting in exponential performance improvements on X, Meta, IG, TT, YT, LI, PIN platforms.
Created the 'Lead By Example' campaign for Range Rover, surpassing one million units sold and the best Q2 on record
Enhanced consumer engagement, product visibility, lead generation and customer loyalty.
Range Rover - Lead By Example
Created and led the award-winning “Lead By Example” campaign to redefine Range Rover’s place in the modern luxury landscape. Rather than rely on traditional automotive tropes, we positioned Range Rover as a cultural icon—blending high-end lifestyle, design-forward thinking, and purposeful adventure. Through film, social, and influencer activations, we showcased individuals who embody leadership not through status, but through action and values. The campaign elevated Range Rover from premium vehicle to lifestyle symbol—reinforcing its position as a beacon of technological sophistication, sustainability, and quiet confidence. This work helped drive new relevance among luxury buyers and solidify the brand’s evolution as a global standard-bearer of modern luxury.
As we developed a beautiful and luxurious look, feel and tone, we also began to create stunts, experiences and events around the world that showed the heroic side of these vehicles. This allowed us to create amazing content for our owned, paid and shared channels which led to huge amounts of earned media and buzz. We demonstrated that in the modern world, Luxury and Elegance can coexist with adventure and daring.
We highlighted and featured both entrepreneurs and artists who lead by example in their own arena. We partnered with CFO of Footlocker, Andrew Page, Fashion Designers like Miminat Shodeinde and musician tastemakers like Aurora Anthony and so many more
We engaged innovative partnerships with other brands that Lead by Example like Virgin Galactic.
We developed a whole new UX and UI for the brand.
Tesla leads by example by changing how they interact with the customers, so we worked directly with our dealerships to change their entire approach to a Tesla model of customer centric interaction.
We turned a contemporary spaces like Park City’s historic Main Street into a glamorous venue for alpine entertainment. Host to après-ski cocktails, massages, wine tastings, musical performances, and other events hosted by Architectural Digest. We invited and treated all our Influencer, Creator partners and best customers to special access. This created engaging content for all our owned channels and for them experiences to share. Lifestyle influencers Like Patrick Janelle, Kayla Seah, and TyLynn Nguyen and more attended the events.
For an even deeper dive on our social channels:
https://www.instagram.com/rangerover
Defender - Embrace the Impossible
Led the “Embrace the Impossible” campaign to reintroduce Defender as the definitive modern adventure vehicle. We aligned the brand with a new generation of explorers—those who redefine limits in everyday life. By partnering with off-roaders, environmentalists, and creators embedded in the outdoor space, we expanded Defender’s rugged identity into a movement. The work emphasized authenticity, resilience, and real-world capability—amplifying Defender’s role as a trusted companion for those who live boldly. Through immersive content, strategic partnerships, and social storytelling, we reignited passion for the badge and helped usher in a new era of Defender loyalty.
TVC
DABSA - Local Heroes
Creative Director of this lean and powerful social launch which garnered huge earned media at a very low budget. We gave away seven Defenders to heroes who were voted as the most worthy online and followed by an awards ceremony on YT. This was a moving experience that our team was very proud of. It was also Newsweeks “Marketing Campaign of the Year”
Nvidia
Partnered with Nvidia. Using NVIDIA's Omniverse platform to generate highest fidelity Defender vehicles from computer-aided design data for marketing purposes. Coupled with the NVIDIA Edify-powered generative AI micro service, we enabled the creation of cinematic 3D environments via conversational prompts. The result is a fully immersive 3D scene, harmonizing realistic, generated environments with a digital twin of the Defender vehicle.
Namibia
The Land Rover Namibia Adventure offers a chance to be one of the first to explore this incredible country from behind the wheel of a Land Rover. As they took the journey it gave us exceptional content to share.
4 By Far - Live Music and Adventure
In Coachella Valley, we celebrated the arrival of the New Defender in the U.S. with two days of epic adventure, live music and Land Rover vehicles for our loyalist advocates. Attendees were treated to music from Grammy Award-winning producers and some of today’s hottest artists.
Destination Defender
Those who love both luxury and adventure were given a place to test their mettle while enjoying concerts and all the best that the off road life can offer.
