ABOUT

I bring 14 years of creative and production experience spanning work for Universal, Disney, Warner Bros. Records, and Mattel. My work combines creative development, showrunning, YouTube-first programming and strategy, and hands-on production. I develop characters, series, and storytelling formats that build audience affinity and create opportunities across content, consumer products, gaming, music, publishing, and live experiences.

As Barbie senior creative executive at Mattel, I led creative development and showrunning across Barbie and the Dolls portfolio. My work supported a $600M+ portfolio spanning Barbie, Monster High, Polly Pocket, and major Disney and Universal partnerships, contributing to $20M+ in annual sales impact. During my seven years at Mattel, I helped grow Barbie’s YouTube channel to 17B+ lifetime views.

I created narrative music video formats adopted company-wide, including Barbie’s #1 growth-driving YouTube format. My work produced the #1 most-viewed Barbie Short of all time and seven of the channel’s Top 10 Shorts, alongside six of Monster High’s Top 25 most-viewed videos of all time. I also originated Zia for Barbie Dream Besties, bringing her from character concept to a Barbie doll at retail.

My philosophy is simple: start with character.

Create characters audiences love. Build stories they want to return to. Understand what creates affinity, then use that connection to grow the world across platforms, products and experiences.

YouTube has fundamentally changed how kids discover characters, build fandom and form relationships with IP. That’s why platform-native audience strategy is central to how I develop, not something added after the creative is finished.

I approach AI as part of the creative production process. I pioneered Mattel’s first AI-assisted original series and designed AI-enabled animation workflows that I now use for visual development and independent production. The tools expand what I can execute; story, character, and creative direction guide the work.

Today, I bring that experience to Bad Tone Studios, the creative development and original IP studio I founded. I created its original animated slate: Cat and French Fry, Pixel Babes, and The Lost & Found Society. My work spans concepts, characters, worlds, visual identities, story direction, music, and sound, alongside independently producing and editing the animated materials.

With Cat and French Fry, I took the franchise from initial concept to first YouTube release in 11 days. Across five months of publishing, I independently wrote, directed, produced, animated, and edited 50+ Shorts, with execution spanning music and sound, and led programming, channel management, and audience development. The channel has grown to 118K+ views, 2.5K subscribers, and 280+ watch hours, with approximately 80% average percentage viewed. The property is built for expansion into gaming and consumer products.

Through Bad Tone Studios, my original properties are available for partnership or acquisition. Studios, brands, and IP owners can also engage me for creative development, showrunning, and executive creative leadership on a project or fractional basis.