Former Barbie Senior Creative Executive · Founder, Bad Tone Studios
I BUILD WINNING SHOWS &
FRANCHISES
FOR THE
YOUTUBE GENERATION.
I create characters audiences love and turn that affinity into scalable franchises.
KIDS AREN'T GROWING UP ON TV.
THEY'RE GROWING UP ON YOUTUBE.
I create the stories, formats, and systems built for how modern audiences actually consume—driving retention, repeat viewing, and real revenue.
Franchise Architecture → Retail Impact
Built and launched a flagship two-season franchise ecosystem that drove +13% YoY growth with 73% fewer uploads, led by a 10M+ breakout hit, and translated original IP into a Barbie doll at retail.
Reinventing a Legacy Franchise
Created the narrative music video format adopted company-wide at Mattel, producing 6 of the Monster High channel’s Top 25 most-viewed videos of all time across 6,500+ uploads.
Turning Music Into the #1 Growth Driver
Built the narrative music video system that generated 100M+ views YTD, drove 27% of total channel viewership, and transformed music into Barbie’s highest-performing content engine.
Short-Form Infrastructure at Scale
Created the #1 most-viewed short of all time on the Barbie YouTube channel with 82M views + 400K likes, while building 7 of the Top 10 most-viewed shorts in channel history through strategic atomization and platform-native storytelling.
AI-Enabled Creative Development & Production
Designed AI-enabled workflows for concepting, visual development, and original animation. Led AI-assisted visual development for Barbie & Chelsea: The Birthday Do-Over, which achieved 1M+ organic views in week one and outperformed benchmarks by 150%.
Where IP Meets Culture
Built large-scale campaigns across Barbie, Monster High, and Disney—driving +3,500% vs benchmark and turning franchise storytelling into culturally resonant global moments.
THIS IS HOW MODERN
STORYTELLING WORKS.
I bring 14 years of creative development, showrunning, and production experience across agency and global brand teams. At Mattel, I shaped creative strategy, YouTube growth, and franchise innovation across a $600M+ global portfolio spanning Barbie, Monster High, Polly Pocket, American Girl, Disney Frozen, Disney Princess, Descendants, and Universal’s Wicked and Trolls.
LET'S BUILD
THE
FUTURE.
I bring executive creative leadership and hands-on development, showrunning, and production to original ideas and established franchises. Through Bad Tone Studios, I offer creative services and an original animated slate available for partnership or acquisition.