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TikTok • Global Creative Leadership

People Leadership, Creative Strategy, Culture and Innovation


People. Culture. Creativity. Technology.


As Global Creative Director at TikTok Creative Lab, I lead people and ideas at the intersection of culture, creativity and technology. I work with some of the world’s biggest brands to create work native to the platform, while helping creative teams explore new ways of making, including how AI can expand creative possibility without losing the humanity behind the idea.





Global Creative Director @ TikTok’s Creative Lab


My role extends beyond individual campaigns. I lead creative talent, guide global brands and agency partners, shape creative strategy, develop platform native ideas and explore how emerging technology can help teams create better work at greater scale.



PEOPLE

Lead, manage and mentor creative talent while building an environment where ambitious ideas and great craft can thrive.
BRANDS

Guide creative work for global Fortune 500 brands and agency partners, from strategic opportunity through concept and execution.
CULTURE

Translate platform behavior, communities, creators and cultural movements into ideas that feel native rather than adapted.
FUTURE

Explore AI and emerging technology as creative tools that expand human imagination, accelerate experimentation and unlock new forms of creative scale.


MAKE FOR THE PLATFORM.
NOT JUST ON THE PLATFORM.


TikTok changed the relationship between brands and audiences. People do not simply consume culture on the platform. They participate in it, remix it and move it forward.

Our job as creatives is not to interrupt that behavior. It is to understand it deeply enough to contribute something worth joining.


SELECTED CREATIVE LEADERSHIP.

Examples of how I help brands and agencies make bigger, more native and more culturally relevant ideas on TikTok


CeraVe x Michael Cera • Super Bowl LVIII

Creating a Conspiracy on TikTok


I consulted with Ogilvy during the earliest stages of CeraVe’s Super Bowl campaign, where the Michael Cera concept immediately stood out among several creative directions. I saw an opportunity to take the joke much further on TikTok, transforming it into an internet conspiracy people could participate in. By planting clues, fueling speculation and inviting creators and the community into the story, we helped build a platform native narrative that made people genuinely question whether Michael Cera had been behind CeraVe all along.

My Role.

Creative Consultation
TikTok Creative Strategy
Cultural Strategy
Platform Native Storytelling
Creator Strategy


Amazon x Megan Thee Stallion • Prime Day

Hacking the FYP on TikTok


I consulted with the Amazon team on how to take their original self swiping ad concept and push it further on TikTok. By using the behavior of the For You Page as part of the creative idea, we could interrupt the expected flow of the feed and make the experience feel native to the platform. I also helped expand the concept across creators from different communities, connecting each execution into one cohesive Prime Day story while allowing every creator to remain authentic to their own audience.

My Role.

Creative Consultation
TikTok Creative Strategy
Platform Native Storytelling
Creator Strategy


Coca Cola x FIFA • World Cup 2026

Using AI to Scale Human Creativity

For Cannes 2026, I helped proactively pitch Coca Cola on using TikTok’s proprietary AI tools to transform one World Cup TV spot into dozens of locally relevant creative variations. Using moments from the original film as our foundation, we developed a system that could incorporate Coca Cola’s custom FIFA country cans and create executions tailored to individual markets. The goal was not to replace the original creative with AI, but to use AI to help a strong human idea travel further, turning one global story into many locally meaningful ones.


The TV Spot




The Moments


The Executions



My Role.

Proactive Creative Pitch
AI Creative Strategy
AI Creative Development
Creative Scaling
Global to Local Strategy
Platform Native Storytelling


Adidas Originals x Creators • CypHers

Bringing the World Together Through Music


I developed the original TikTok strategy for adidas Originals “Cyphers” around using music and female music creators to connect communities through one shared cultural story. I then helped scale the idea across TikTok, EssenceMediacom, Open Influence, Highsnobiety and Mass Appeal, serving as a connective creative lead to keep the strategy and storytelling cohesive across partners. Through TikTok’s Sound On platform, we brought together creators from different communities, giving each the freedom to express the idea through their own culture and perspective while contributing to one larger global narrative.

My Role.

Original Creative Strategy
Creative Leadership
Creator Strategy
Cross Partner Leadership
Cultural Strategy
Integrated Strategy
TikTok Sound On


D&AD x TikTok

Teaching the Industry How to Think TikTok First


I helped co create “Creating for TikTok”, an on demand D&AD Masterclass designed to help brands and agencies rethink how they approach creativity on the platform.

Rather than treating TikTok as the final social extension of a traditional campaign, the course teaches a TikTok first approach to building ideas from the beginning, spanning full funnel creative thinking, culture, trends, communities, sound, creators and production.

Drawing from the principles and creative behaviors we use every day at TikTok, I helped translate platform knowledge into an educational framework that could give creatives and marketers practical tools for making work that feels native, entertaining and culturally relevant.


CREATING FOR TIKTOK.


Helping teach the next generation of TikTok first creative thinking.



VIEW MASTERCLASS ↗

The goal wasn't to teach people how to make TikToks. It was to teach them how to think TikTok first.



THE WORK BEHIND THE WORK.


My role at TikTok is not always about owning the final execution.

Often, my impact happens much earlier.

I work alongside brands, agencies and creative teams to identify the strongest ideas, challenge the thinking, translate them for the platform and find opportunities to make them more culturally relevant, participatory and scalable.

Sometimes that means originating the strategy. Sometimes it means recognizing the potential in an idea and helping push it further. Sometimes it means connecting creators, partners, technology and culture around one shared creative vision.

The work may ultimately be produced by many different teams.

My role is helping make the idea stronger before it gets there.

Creative leadership is not always about making every frame. It is about knowing which idea is worth making, how to make it better and bringing the right people together to make it happen.
© Gusto – Since 1984