I'm a hospitality brand and commercial strategy leader with more than a decade shaping some of the West Coast's most recognized independent hotels. The work sits where culture, revenue, design, and guest experience meet, so a brand ends up profitable as well as beautiful.
I started in theatre at Northwestern, which is where the storytelling and production instincts come from — a show opens on time, the audience feels something, and the box office matters. Hotels run on the same physics. Since then I've built one brand in its entirety at The Garland, led a five-property portfolio at Casetta through three openings, and now shape brands for resort and residential clients at Wicked+.
Brand strategy and narrative development for resort and residential clients across the U.S., Mexico, Central America, and the Caribbean — positioning, verbal identity, and go-to-market for projects moving from vision to opening.
Portfolio-wide brand and commercial strategy across five properties, with three 2025 openings that ramped above forecast, 20% YOY revenue growth, and the Surfrider Malibu's 10-month post-fire recovery ahead of its sale at nearly $2M per key.
Full brand authorship of a former Holiday Inn that became a six-time Condé Nast Traveler Readers' Choice hotel — with The Front Yard, The Store, a $1M+ media program at 23:1 ROAS, and The Tangerine Room, a private dining space I delivered from concept to construction that produces $1M+ a year.
Theatre production leadership — where the storytelling instincts, the deadline discipline, and the belief that every show must open came from.
Teams do their best work when the vision is specific. I set the standard, show the reference, and stay close enough to keep quality high without slowing anyone down.
I lead junior creatives toward their own answers rather than handing them mine, and I build small, high-output teams that punch above their headcount.
I've styled gift shops, run press trips, negotiated with overseas manufacturers, and presented to ownership in the same week. Rolling up my sleeves is the job.
The complete record — roles, results, and references on request — in one PDF.
Tell me about your hotel, your market, and what you want to solve. I'll come back with next steps and a suggested path forward.