Experience
Coupa Software
VP, Creative & Interactive (current) · Director → Senior Director, Creative Services (2018–2025)
$2B → $8B+
Valuation and acquisition story
12
Team members directed, plus agencies
5x
Increase in creative output
I lead Coupa’s Creative & Interactive organization, and I’ve been part of this team long enough to have shaped it at almost every stage: from a scrappy challenger brand to a global AI leader with two rebrands behind it. Right now, most of my energy goes toward a different kind of transformation: rebuilding how the team itself works, with AI as the operating layer and human judgment as the thing that never gets automated away.
VP era — VP, Creative & Interactive
Own creative and interactive strategy for the enterprise, partnering with the Chief Brand Officer on brand direction, and lead a 12-person organization across Design/Creative, Video, and Web/Interactive, with full accountability for a $1–5M annual budget.
Led a full strategic pivot to an AI-forward creative organization, architecting agentic workflows and bot-driven production across disciplines, automating select production tasks while augmenting others based on where AI creates the most leverage.
Co-designed the strategy behind Coupa Concierge, the company’s AI orchestration layer built to solve collaboration across all of corporate marketing, not just design, bringing a brand/creative lens to a system with enterprise-wide reach.
Elevated the function from a creative services studio to a strategic, technology-forward brand organization, providing brand strategy direction across UX, product, and other disciplines, and expanding scope to include interactive/product-adjacent work and AI systems strategy.
Own keynote presentation design and on-stage impact, from the deck and visual narrative through the big reveal moments that define the main stage at Coupa Inspire.
Drove measurable outcomes from the AI pivot: saved an estimated 190 hours in the first month of AI-workflow tracking, one node in a growing roadmap of 35+ AI agents and automations now in production or active development across creative, marketing, web, and engineering.
Partner across the C-suite, marketing, and other cross-functional teams on priorities including web conversion, digital experience, and sales enablement tools.
The AI-forward pivot
The full story behind this shift, including the Coupa Concierge orchestration system and where we’re headed next, lives in the AI-Forward Global Service Delivery case study →
Director era — Senior Director, Creative Services (prior)
Directed a team of 7+ designers and videographers plus 6 agencies, increasing creative output 5X.
Led two full rebrands at pivotal growth stages. See the From One Chapter to the Next case study.
Delivered high-impact brand moments at Coupa Inspire and other global events. See the Go Big or Go Home case study.
Contributed to increasing company valuation from $2.5B to an $8B acquisition in five years.