Hi, I’m Alexa!

I'm a Senior Creative Director and proud generalist, helping organizations navigate the increasingly blurred lines between brand, product, and AI. I ground creative decisions in customer insights and business goals, helping companies grow, improve user experiences, and build lasting trust without sacrificing quality.

Over the course of my career, I've taken on many roles—creative strategist, designer, copywriter, researcher, manager, and maker. That breadth of experience helps me connect strategy, execution, and the people behind the work. Today, I lead multidisciplinary teams, shape creative direction, and help ideas move from concept to reality.

Creative Direction • Brand Strategy • AI Workflows & Creative Systems • Product Design • User Research • Copywriting • Integrated Campaigns • Web Content & Design • Email & CRM • Social Media • Paid Media • Print & OOH Advertising

Experience

  • Leading brand, integrated marketing, and creative strategy for Trust & Will's consumer, advisor, and AI-powered platforms. Partnering across design, product, growth, and executive leadership to shape how millions of families plan for the future through trusted digital experiences.

    Mar 2026–present

  • Execute rebrand, defining a unique brand voice, visual language, and design system. Develop differentiated brand positioning and creative strategy for both D2C and B2B arms of the business. Direct commercial spots, customer photo shoots, and manage day-to-day projects for the creative team. Grow the social media presence and increase engagement QoQ.

    Jan 2024–Feb 2026

  • Led team of 10 creatives (product designers, visual designers, copywriters, video producers). Developed and executed growth campaigns, managed social media strategy and content, and delivered product experiences. Evolved the brand voice and visual identity.

    Jul 2023–Dec 2023

  • Managed 4-person design team and external contracting resources. Led work across paid acquisition, organic growth, stash.com, customer journey experiences, and product design, increasing new Stash users, improving referral metrics, and decreasing our cost of acquisition for depositors.

    Oct 2022–Jul 2023

  • Designed educational investing simulation, Stash101, and launched the Fantasy Investing native app. Led product design, marketing strategy, and content development. Designed and produced 9-part, interactive investing course.

    Nov 2020–Oct 2022

  • Prolific Interactive + individual clients

    Designed multi-channel launch of Amex OPEN Forum app. Conducted market analysis, developed differentiated strategies and creative direction for small businesses. Created brand identities and collateral 
to drive engagement, reach target audiences, and increase conversion.

    Jul 2015–Jan 2017

  • Directed Ready-to-Wear and Beauty campaigns. Developed concepts, directed lifestyle and product shoots, designed print and digital assets.

    Jan 2014–Jul 2015

  • Developed seasonal campaigns, directed product shoots, designed international in-store window displays, print and digital assets.

    Aug 2012–Dec 2013

  • Designed marketing materials for internal and external needs. Collaborated on rebrand exploration and rollout.

    Jul 2011–Aug 2012

Let’s chat!

Fill me in on your needs and let’s talk about what we can create together!