NYC
Brought in as Creative Director to modernize a 20-year-old brand and build its digital business from the ground up. Rebuilt the full DTC and e-comm presence across Amazon and Chewy, translated the founder's story into a scalable brand voice, and made freeze-dried raw — a genuinely confusing category — feel craveable and accessible.
Liz Coyle, Art Director | Megan Timmler, Designer | Andrea Rose, Copywriter | Emma Fishman, Photographer | October Donoghue, PM | 2D Creative, Production
Joined to focus the DTC brand and lead the retail launch. Gave a minimal brand the personality it needed to actually connect — leaning into relatable copy and accessible imagery that spoke directly to cat people. Launched a new treats line with packaging that balanced clean, simple recipes with the playful energy of real cat ownership. Developed an illustration system used across social and in-store. Owned brand positioning, the innovation roadmap, the marketing calendar, and led the Creative and Brand Marketing team.
Andrea Rose, Copywriter | Jahan Hashemi, Designer | Jeremy Liebman, Photographer | Bre Furlong, Photographer | Yulia Vus, Illustrator | Judit Zengővári, Illustrator | Theresa Liliebird, PM
It is a period of playtime unrest.
The heroic REBEL ALLIANCE is locked in a cosmic tug-of-war with the evil GALACTIC EMPIRE.
Every dog must choose — will they be a noble Jedi, or a sneaky Sith? With two unique collections available, each dog can decide to bring balance to the Force, or give in to the BARK Side.
A galaxy-sized IP collaboration — executed in two camps. We built dual collections around the Rebel Alliance and the Galactic Empire, letting dogs (and their humans) choose a side. The creative leaned fully into the Star Wars universe while staying unmistakably Bark: playful, character-driven, and built to convert. Served as a major subscription growth driver, turning cultural fandom into a reason to sign up.
Leslie Leighton, Art Director | Katie Kirnan, Copywriter | Danny Yu, Designer | Paul Clark, Motion
Just totally normal & legal toys.
Weed is fun! Toys are Fun! But in order to market these toys, we realized we’d have to strategize around certain restrictions, most notably from Meta and Google. Since these platforms prohibited us from talking about weed, we decided to not talk about weed—and let our consumers do it. The result? A smart strategy of playing dumb about what these toys really are and the highest single-day subscriptions in company history
Playing coy allowed our consumers to connect the dots and start the conversation, driving engagement, interest, and some very fun back-and-forth with us—all while we dodged the rules we originally worried might hinder us.
Alex Morel, Art Director | Katie Kirnan, Copywriter | Julia Karraker, Illustration | Wheaton Sims, Director | Paul Clark, Editor
We need your dog to join the Party and help save Hawkins!(But watch out—they might unleash their inner Demodog instead!)
This collaboration brought the Stranger Things universe into the BarkBox world — tapping the show's obsessive fanbase with creative that spoke their language. Product, copy, and campaign all lived inside the mythology, giving subscribers something that felt like merch-meets-membership. Another high-impact collab used to drive new subscriber acquisition and cultural relevance for the brand.
Hope Bobbitt, Copywriter | Alex Morel, Designer | Dina Stolstein, Designer | Ed Sergi, Motion
Dogs are the world's foremost experts on joy. Bark existed to sell that feeling back to their humans. Reported to the CMO, partnered across the business, and built creative that turned millions of dog people into true believers — in the brand, the box, and the ritual of play. As Creative Director, I led the DTC creative driving subscriptions and brand awareness for a monthly box built around imaginative, theme-driven play kits. Every box had a world to it — toys, story, character — and the job was to bring that world to life in a way that made the human just as excited to open it as the dog.
I also directed retail photoshoots for PetSmart and Target, bringing the same storytelling energy to shelf.
Katie Kirnan, Copywriter | Leslie Leighton, Art Director | Will Herring, Animation
Pearl. Carrie. Corky. Kitty. Little Boy. Bitsy. Buddy. Chocoli. Sparkle. Olive. Ketchup. Morris. Runty. Medium Beige. Oliver. Roxie. Pepper. Sissy. <- Dedicated to all the little creatures I’ve been lucky enough to share my life with.
I’ve spent 15+ years as a creative leader, and 8 of those years in the greatest category on earth: pet. I got here because I’m obsessed with my own animals and loved the idea of working for them—and I stay because the work actually matters.
Pet parents aren’t casual consumers. They’re ride-or-die. They read ingredient labels, have strong opinions about kibble, and will happily spend an embarrassing amount on a birthday cake for a little gremlin who would also eat a roach. I am these people. I get these people. And I build brands for these people.
I speak dog. I speak cat. I know the lingo, the culture, the memes, the grief, the joy, and everything in between.
My work shows up in brand strategy, creative direction, and storytelling that’s actually fun to experience.
On my off time I like to think and make. My personal work is rooted in simple, childlike drawings—pulling from nostalgia and cartoons. (I also tend to draw a lot of birds.) That same perspective carries into my work in the pet space, where I focus on bringing out the personality, play, and the relationships people share with their dogs and cats. Whether it’s personal work or brand building, I’m drawn to ideas that feel human—simple on the surface, but with personality and a point of view underneath.
Based in New York City. Deeply, unapologetically a dog AND cat person.