About

As a highly motivated creative with over two decades experience in the fashion industry, my journey has led me not only to expert level knowledge in product design, but also a profound understanding in the intricacies of branding, creative direction, and marketing. My career began with a focus on knitwear design, honing my technical expertise through internships in New York; with renowned fashion house Donna Karan collection, where my exceptional craftsmanship caught the attention of industry insiders, leading to pivotal professional roles in London and New York at Gap Inc and Calvin Klein.

During my 15 year tenure as design director at CK Calvin Klein, I led global design teams to play a crucial part in building the international identity of the brand, with significant achievements in sales growth through innovative seasonal collections, fashion shows and ad campaigns.

Working closely with influential stylists and photographers, I witnessed iconic imagery in the making and gained invaluable insights into the creative process behind brand campaigns and editorial fashion shoots, learning the marketing nuances that resonate with the current cultural zeitgeist to drive regional, financial success.

My inclination towards brand strategy and art direction, inspired me to launch my own brand Vyayama. A sustainably sourced activewear brand, pioneering botanical fabrics and ethical manufacturing. Which I lead in all aspects to international success, featuring in prestigious publications and global retail outlets.

My diverse experience across all market levels has instilled the importance of cultivating an authentic connection to brand legacy and social messaging, as a foundation that unites the customer experience, from which to build a loyal community in the ever-evolving retail and digital landscape.

During nearly two decades of experience in marketing, I have worked within the dynamic landscape of New York-based creative agencies, and cultivated relationships with a diverse array of private clients spanning countless sectors.

My career has involved mentorship by some of the industry's best creative directors, hailing from iconic entities NBC Universal, Saatchi & Saatchi, and FCB Global, who, recognizing my well rounded abilities, initiated me in all aspects of marketing. I gained invaluable early insights into sound design, marketing strategy, top-level retouching, photoshoot production, video editing, and website design.

As a trailblazer in the digital revolution, I embraced innovative strategies, including being among the first to utilize cookies for hyper-targeted digital display banners. This approach, rooted in a "work smart, not hard" mentality, marked a transformative period that continues to shape my perspective as analytics and AI tools continue to consistently change the marketing landscape.

Throughout my career, I've managed a comprehensive roster of independent clients, enriching my cross-industry experience. Working extensively with many start-ups has allowed me to apply full business models to branding, overseeing the setup of complete business operations from inception to fruition.

Branding, in my view, forms the bedrock of successful marketing efforts, and my almost obsessive commitment to consistency in brand messaging and aesthetic has been a linchpin in achieving success. This meticulous approach is a cornerstone of A&G creative, where everything we do is not just pretty, but purposeful.