Building an Agency from Within: I co-founded Copper Giants with a mission to deliver the strategic depth of a world-class external firm with the speed and institutional knowledge of an in-house team. This involved everything from organizational design and talent acquisition to defining a culture of creative excellence.

Hybrid Ecosystem Governance: We didn’t just replace agencies; we optimized how we worked with them. I managed the balance of leading an internal team while directing high-level external partners to ensure our primary brand platforms remained consistent and high-performing.

Operational Value & ROI: My role was as much about business as it was about brand. By insourcing 80% of our creative work, we didn't just move faster—we fundamentally changed the P&L of the marketing department, proving that a creative organization could be a major cost-saving asset.

Brand Unification: Leading a brand of this scale requires taming fragmentation. In partnership with lead agencies and our cross-functional partners, we directed the unification of the visual identity system across all business units, ensuring a single, authoritative voice for a massive, multi-faceted organization.