"Good design is obvious. Great design is transparent." - Joe Sarpana

I am a creative director and brand strategist with 14 years of experience crafting and executing creative platforms and cross-channel campaigns for a diverse selection of global brands and start-ups. My passion lies in bridging the gap between marketing, creative and technology by championing digital first branding and capabilities-based marketing. Areas of expertise include brand strategy and development, product design and refinement, e-commerce, content marketing, digital advertising, team building and mentorship.

When I'm not pushing pixels I like to build forts with my husband, two young sons and our yellow lab. 

Recent Experience

Visual Design Manager - E-Commerce :: Hyatt Hotels Corporation :: 9.16 - present

Currently oversee the visual design team responsible for Hyatt's global e-commerce products comprising $1.7B in revenue and 12.4% growth yr/yr. In addition I oversee agency partners to create consistency across channels and regions and am a member of Hyatt's masterbrand advisory team offering insights and recommendations to ensure our brands are crafted with a priority given to digital and accessibility.

Products Managed: Hyatt.com marketing pages and booking flow, native apps for iOS and Android, loyalty program website


Executive Creative Director :: Blue Flame Thinking :: 9.15 - 5.16

Responsible for the creative output of the 50 person agency, and directly managed a team of 11 writers, art directors and designers in both the Chicago and Grand Rapids offices

Clients: Pentair, Bissell, OxyChem, National Foundation for Credit Counseling


Freelance Creative Director :: 11.12 - 9.15

Worked as a creative strategy consultant and design director for the launch of new brands, websites and mobile applications.

Clients: Salesforce, U.S. Department of Defense, Homefinder.com, Energy BBDO


Associate Creative Director (Contract) :: VSA Partners :: 9.13-4.14

Brought in as interactive ACD to lead team in storytelling and tactical execution of brand and product launches across digital channels
while working in partnership with the group creative directors.

Accounts: Mack Trucks, Golden Bison


Senior Designer :: Critical Mass :: 2.11-11.12

Senior interactive designer working primarily on the re-branding and integrated digital experience for Humana. Projects include
designing websites, microsites, banner ads, Facebook applications, digital style guides and moodboards.

Accounts: Humana, Nissan, United Airlines, HP

Select Clients + Agency Partners