HOW I WORK
I translate business objectives into creative direction, build teams that execute at scale, and deliver work that moves brands.
I've spent 20+ years leading creative teams through transformational brand work. I founded Frank in Miami and scaled it from 4 to 25 people before a successful exit in 2014. I've led rebrands across matrixed organizations, built creative divisions from scratch, and positioned category disruptors in hospitality, automotive, real estate, and emerging tech.
My approach is strategy first, creative excellence always, and a bias toward work that moves the business. I recruit talent that thinks beyond the brief, translate complex objectives into clear creative direction, and lead teams that deliver work that doesn't just look good—it performs.
I'm not interested in playing it safe or chasing trends. I'm interested in building teams that make weak brands strong and strong brands undeniable.
WHAT I BRING
Strategic Leadership
Translating business goals into creative direction that drives measurable impact
Team Building & Mentorship
Recruiting, developing, and scaling high-performing creative teams
Brand Architecture
Making complex portfolio stories clear, ownable, and scalable
Operational Excellence
Leading creative in fast-moving, high-stakes, matrixed environment
SIGNATURE RESULTS
4 → 25 PEOPLE
Founded Frank agency in Miami, scaled from 4 to 25, successful exit 2014
#1 OF 2,500
Helped The Franklin Hotel to win Hilton's Connie Award—best property nationwide
48% → 100%
Transformed Couples Resorts from struggling to sold-out through strategic repositioning
60+ EXECUTIONS
Directed Volkswagen North America's 2-year portfolio rebrand across print, digital, experiential
100% SOLD
Avenue Miami luxury development—created Julie Anne, the first virtual concierge (2006)
INDUSTRIES
Hospitality | Automotive | Real Estate | Fashion | Gaming | FinTech | Marine
CORE CAPABILITIES
Brand Strategy & Architecture | Creative Team Leadership | Portfolio Rebranding | Digital-First Campaigns | Category Positioning | Matrixed Organization Leadership
SELECT CLIENTS
HOSPITALITY
Hilton Hotels | Couples Resorts | Atlantis Bahamas | The Ocean Club | French Leave | Planet Hollywood | The Biltmore | Sanctuary South Beach
AUTOMOTIVE & MARINE
Volkswagen North America | Mercedes Benz | Pantera Boats | Grady White | Wellcraft Marine | Marquis Yachts | Carver Yachts
REAL ESTATE & DEVELOPMENT
Avenue Miami | Solé on the Ocean | Jade Beach | Kubik | 55 West Wacker
FOOD & BEVERAGE
Bacardi | Pepsi | Dominos Pizza | Burger King
BRANDS & TECHNOLOGY
American Express OPEN | Rex3 (Mittera) | Burn Ghost | Dapper Labs | Geek Squad | H.I.G.
Hospitality | Automotive | Real Estate | Fashion | Gaming | FinTech | Marine