Creative Direction
Closer looks at the work that shaped how I think about brand, operations, and building from scratch.
SENIOR MARKETING MANAGER, CREATIVE + PRODUCTION LEAD · NYC · 2022–2024
Backal Hospitality Group
First marketing hire across an eight-brand portfolio.
Luxury hospitality group spanning restaurants, bars, a private jazz club, and a 700-person event venue. I built the brand infrastructure from scratch — guidelines, content systems, creator affiliate program — and ran end-to-end digital marketing across the portfolio. Directed campaign shoots, designed performance tracking with UTMs and booking links, and reported directly to the CEO and COO. The role covered brand, production, partnerships, and launch support simultaneously.
MAÎTRE D' & EVENT COORDINATOR · WEST VILLAGE · 2021–2022
Dante NYC
The hospitality job that changed how I think about experience.
High-volume, high-standards restaurant named one of the World's 50 Best Bars. I ran floor operations, managed seating flow and guest experience, and coordinated private events. The role was pure hospitality: reading a room, solving problems before anyone notices, and making a demanding space feel effortless. The instinct of thinking about how something feels, not just how it looks, carries into everything I do in brand work now.
FOUNDER, CONCEPT TO EXECUTION · SOUTH BEND, IN · 2025
A pop-up bar inside a 131-year-old garage.
Conceived and launched a fully immersive pop-up from an abandoned storage garage in South Bend, Indiana: concept, visual identity, bar build-out, drink development, and on-site operations all self-directed. Liquor limitations became a creative constraint: the cocktail menu was built around beer, wine, vermouths, and amari. The project sits somewhere between hospitality, installation art, and experiential design.