Music
The best music brands do not just promote sound. They shape culture. My career began in music. The first five years of my professional life were spent inside artist campaigns, streaming platforms, and music media, learning how fandom works and how culture moves. That foundation continues to shape how I think about brand and storytelling today. At Spotify and Universal Music Group, I built visual systems and campaigns that translate feeling into form, from early explorations that would become Spotify Wrapped to artist-led storytelling in the fast-moving era of digital music. My work lives at the intersection of brand, fandom, and emotion, balancing scalable systems with the electricity that makes music personal.
Spotify
At Spotify, I led creative across personalized email ecosystems and growth initiatives, translating listening behavior into narrative. I built design systems that scaled to millions while preserving the emotional charge that makes music personal, shifting lifecycle marketing from utility into cultural participation.
Tracked
Tracked was a serialized lifecycle email series that transformed monthly listening data into narrative. I built a flexible system that balanced automation with emotion across a three-month pilot, laying groundwork for what would later become Spotify Wrapped.
Premium Onboarding
A seven-day animated lifecycle series designed to reinforce the value of Spotify Premium at the moment of conversion. Each email introduced a key feature through a motion system built for scale and localization across global markets.
Universal Music Group
At Republic Records, a flagship label within Universal Music Group, I created original motion-driven social content for artists and the label, supporting release moments across organic and paid platforms. I also translated existing campaign worlds into feed-native motion, expanding visual systems into real-time social spaces.
