I mastered graphic design from the ground up by working with my father who was one of the most-respected and well-known designers in the Middle East before immigrating to California. I started freelancing in high school after classes and never looked back.

As a designer, art director, and production artist I have extensive experience working with all cross-functional teams within organizations such as marketing, sales, and R&D to conduct market research, perform competitive product analysis, and implement strategy. I’m well-versed in implementing data and strategy across creative to internal talent, agency partners, and vendors in order to deliver products that can successfully meet the needs of both the customer and the consumer at launch.

As Associate Creative Director at The Clorox Company, I was responsible for all branding and packaging for Green Works, Burt’s Bees, Brita, and Clorox Laundry products for North America— representing close to 30% of the business from the Clorox portfolio of over 20 brands. I was involved at every touch point, seeing projects through from start to finish. I provided creative concepts, led art direction, and managed projects and contributors, directed photo shoots, imaging and color proofing, hired talent, and presented to the marketing organization. I managed teams of over 30 people daily, representing upwards of 15 live projects at a time.

HIGHLIGHT: It was an honor to be chosen to lead the redesign of Clorox Bleach. This iconic brand was at the heart of the Fortune 500 company, therefore many of my presentations were attended by the CEO, Don Knauss. I was proud to engage with him directly and answer all his questions with confidence.

As Creative Director at FRS, I provided leadership and energy to the internal design team in order to deliver thoughtful, intelligent designs. I worked closely with the marketing team, developing and guiding the brand vision and strategy as it was applied at every touch point, such as packaging, advertising, promotions, and in the digital space. I was responsible for the complete redesign of the FRS website.

HIGHLIGHT: Because my knowledge of printing is so strong, I traveled extensively to audit all FRS print vendors and restructure processes—significantly improving quality, and decreasing costs.

As Production Director at Enlisted Design, I oversaw the production department and produced complex packaging mechanicals. I lent my technical expertise to clients and account managers at the onset of new projects. I engaged vendors and printers, guided retouching, and attended press checks for our most challenging package designs.

HIGHLIGHT: I was part of a small internal team that traveled across five European countries with the Nestlé team to conduct market research and competitive audits for an upcoming European product launch.

Life Coach Dreaming Tree Life Coaching, Oakland, CA (1/19 - present)

Director of Production Enlisted Designs, Inc., Oakland, CA (7/16 - 12/18)

Director of Implementation Trinity Brand Group, Berkeley, CA (4/14 - 7/16) Creative Consultant Oakland, CA (9/12 - 4/14)

Creative Director The FRS Company, Foster City, CA (5/12 - 9/12)

Associate Creative Director The Clorox Company, Oakland, CA (3/07 - 5/12)

Senior Designer & Art Director F Squared Designs for The Clorox Company, Oakland, CA (1/04 - 1/08)

American Graphic Design Award (‘97, ‘01, ’06, ‘09, ‘10, ‘11)

Creativity Annual Awards (‘06)