THE WORK

Proof, not promises.

A selection of work from across my career — brands and campaigns I've personally led, and the results they delivered. Iconic reach, recent transformation, and category-defining ideas.

Close-up of a woman's hand with a large diamond ring, lips, and part of her face visible, against a dark background. The image is labeled "The 2021 Fantasy Gifts."

Neiman Marcus

Chief Marketing Officer · 2020–2023

Challenge: A $3B luxury house in Chapter 11, through the pandemic, with an ageing customer base.

Move: Integrated every touchpoint, re-platformed the marketing stack, elevated luxury storytelling, rationalised spend.

Result:

1M+ new customers

+18% new-customer growth

~40% less non-working spend.

48% higher AOV

10:1 earned-media ROI

Interior view of a shopping mall with a two-story JCPenney store visible on both levels.

JCPenney

Interim CMO · 2023–2024

Challenge: A 600+ store, $6B GMV retailer needing an agile, modern operating model.

Move: Rebuilt the operating model and a seasonal campaign-planning system; led the JCPenney Beauty relaunch.

Result:

Efficiency equal to 15–20% of headcount

Beauty relaunch

a content-led operating model

Team Re-org and new talent embedded

Large X Games sign with a stylized globe, set in a cityscape with modern buildings and structures, during daytime.

X Games and espnW

Brand & digital engagement strategies

Challenge: Give fans a new way to participate in live-action sports and grow engagement

Move: Created the digital engagement strategy behind the world's first broadcast-TV companion app for sports; defined the espnW brand strategy for women and sport.

Result:

World-first sports companion app

4x ad-revenue increase.

a new fan-participation model

Full brand relaunch

A tropical island with a sandy beach and green trees, surrounded by blue ocean water, with the text "The best job in the world" in green letters on top of the island.

The Best Job in the World

Tourism Queensland

Challenge: Put a destination on the world stage with a $1M budget.

Move: One audacious idea turned into a global participation phenomenon.

Result:

$300M+ earned media

3B+ audience

even covered on Oprah’s show

the most awarded tourism campaign in history

Reached over 200 countries

Pathway leading to a beach with sand, umbrellas, and lounge chairs. Lifeguard tower on the left, ocean with a parasail in the sky, and a clear blue sky with some clouds.

Visit Florida

State of Florida Tourism

Challenge: Grow destination awareness for increased visitation at state scale

Move: Won and led the account with an integrated brand + content strategy delivered through multiple campaigns and experiences based on Storyscaping model.

Result:

Record +25% visitor growth

100M+ annual visitors

$12M agency revenue.

TRUSTED BY

Brands I've helped grow

“It’s one thing to be the smartest guy in the room, it’s another special talent not to show it. Daz masters both.”
— Jeff Estok, Founder / Partner, Navigare

Image credits: JCPenney storefront — Wikimedia Commons (CC BY-SA); Florida beach — Joel de Vriend / Unsplash.

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