Let’s Go Knicks!
I'm a Design Leader who builds things — design systems, creative teams, and the kind of culture where great work becomes the default, not the exception. By day I'm a Brand Design Director at HBO Max, where I guide international teams through high-stakes launches and set the creative vision for one of the biggest streaming brands in the world. By every other measure, I'm someone who can't stop thinking about what design can do when it actually means something.
Leadership, for me, is mostly about good taste and trust: knowing what good looks like, and giving people the room to get there. I've used that to ship HBO Max three times, build an award-winning design system from the ground up, and steer campaigns — like a Superman takeover that hit 10 million views — that needed both big swings and total precision. I've also brought AI into how my teams design and think, because the job keeps changing and good leaders change with it. The recognition followed: Webby Awards, Clio, the Vega Digital Awards, Apple.
But the work I'm proudest of doesn't have an award attached. I mentor high school students figuring out what design even is. I co-run the Sheth-Douglas Foundation, supporting emerging artists with exhibitions, studio space, and community. I write, I make art, and I'm a loud, often-suffering Knicks and Chiefs fan — because leadership extends to suffering through a 4th quarter together too.
Areas of Expertise
International Design Systems
Brand Design - Strategy
CRM Campaigns
Experience Design
Environmental Design
Product - Visual Design
Tools
Adobe Creative Suite
Figma
Claude / ChatGPT
Firefly
Topaz
Runway
Notion
Asana / Monday / AEM
Experience
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Setting the design vision — and making sure everyone's actually rowing in the same direction
Bridging brand and product, so they stop feeling like two different companies
Building workflows that get out of people's way and let teams do their best work
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Present
- Lead a team of diverse designers supporting HBO Max, MAX and future products visual design, for both product design and marketing
- Stakeholder alongside Product Design, Content Merchandising, and Lifecycle for the Visual Design and Design Systems for new and future components and modules
- Creative Lead for 180º and 360º campaigns - with an emphasis on cross-functional team relationships and audience outreach -
2019 - 2023
- Lead a team of diverse designers through the launch of HBO Max, supporting both Growth Marketing and Product Design
- Stakeholder alongside Product Design for the Visual Design and Design Systems for new components and implementation
- Creative Lead for 180º and 360º campaigns - with an emphasis on cross-functional team relationships and audience outreach -
2018 - 2019
- Lead the brainstorming and design of flagship display and in-store experience
- Work closely with production on prototyping and implementation
- Coach and mentor jr. designers in elevating creative ideas and executions
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2016 - 2017
- Lead the brainstorming and design of editorial, events and branding
- Work closely with production on prototyping and final print deliverables
- Point person for onboarding for new hires and freelancers
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2016
- Concept and Present branding and experiential ideas for SuperBowl, Pro Bowl, and other events.
- Work closely with other designers on concepts and design systems
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