Adobe EMEA

Creative Strategy,
Design Ecosystems &
GenAI Innovation

From leading global brand campaigns to designing AI-powered creative ecosystems, my work sits at the intersection of storytelling, technology, and scalable design.

Building the Future of Creative

Today, I lead the evolution of Adobe's next-generation creative infrastructure through dentsu — building the systems, workflows, and AI capabilities that enable teams to create faster, smarter, and at global scale.

Creating the AI-Powered Design Ecosystem

Building component-led design systems and modular creative libraries that transform how global teams create, adapt, and scale content.

Impact

  • Leading a brand new team of 5 designers to develop Adobe’s HVHV (High Volume/High Velocity) Design Ecosystem.

  • Created reusable design components powering high-volume content production.

  • Established the foundation for agentic workflows, where AI can understand, generate, and adapt brand-approved assets.

  • Reduced friction between creativity and production through intelligent systems.

Building the Technology Behind Creativity at Scale

Partnering with engineers, product teams, and automation specialists to redefine the future of creative production.

Impact

  • Co-created an internal production platform that scaled Adobe content creation across EMEA and LATAM.

  • Designed workflows connecting design systems, automation, and AI-powered content generation.

  • Shaped the next generation of creative operations where technology amplifies creativity rather than replacing it.

From design systems to brand campaigns, iconic brands should be ready to face it all. Let’s talk →