Transforming the streaming service into an iconic global brand.

Global Creative Director

I was the lead creative executive for marketing, in-product, and brand worldwide, directing the transformation of Netflix from a “content vending machine” into a cohesive and emotionally connected brand, accelerated across the globe today.

As the Global Creative Director, my team and I produced top-quality marketing communications and branded content—providing the vision and creative strategy across all touch points. We've developed powerful brand fundamentals, storytelling, and tools to represent Netflix as distinctly and compellingly as possible.

Built internal creative capabilities from scratch with 20 designers, product managers, producers, writers, editors, and external agencies to reinvent Netflix brand and content experiences. 

Surpassed KPIs with exponential subscriber growth from 9M to 20M, 15+ new original series, expanding from 42 to 130 countries globally.

Oversaw a total rebrand of Netflix: building a strategic foundation—new logo, positioning, traits, identity system, asset library and creative and product executions to succinctly represent the brand and its original content distinctly in all markets.