I believe teams thrive when they feel like a band, not a bureaucracy. My job is to protect space where people can bring their whole selves, push each other, and create work that makes us proud! Culture is more than just a missions statement. It’s how we show up when things are hard. Respect and laughter are non-negotiables. I believe the best energy is contagious, and it starts with me.

I believe process should never strangle creativity. It should clear the runway so ideas can take off. I don’t worship process for its own sake. I believe in building systems that flex, adapt, and serve the work — not the other way around. When process hums, the team moves with clarity and speed. When it drags, it’s time to break it apart and rebuild it.

The soul of the brand. It is how we show the world who we are and why we matter. I believe in ideas that are bold, human, funny, and fearless. I will never settle for decoration when we can create connection. I believe in finding the spark that only we can bring, and in pushing it until it becomes unforgettable. Creativity is my craft, but it is also my rebellion — and I want my team to feel that fire every day.

I believe strategy is what separates noise from meaning. It is the discipline that gives our work purpose, direction, and power. I believe in asking harder questions, digging deeper for insights, and refusing surface-level thinking. A great strategy tells us what to do AND it gives us the courage to say no to distractions. I will always fight for strategy that anchors us in truth and pushes us toward our goals.