DEFINING A NEW ERA IN
DIRECT-TO-CONSUMER ADVERTISING

From 1998 to 2020, I helped define the storytelling of Proactiv Solution, evolving from Avid Editor to Creative Director and lead of the global Testimonial Program. During that time, I uncovered and elevated hundreds of authentic customer stories — sourcing, casting, producing, and shaping testimonials that inspired trust and action. What started in the edit bay, finding emotional truth in real experiences, grew into building global storytelling systems that scaled a brand into a billion-dollar household name. I bring humanity and structure to every narrative, ensuring stories remain powerful, credible, and deeply connected to the audiences they serve.