Systems Designer · Principal Design Engineer · Tampa, FL
About
I build AI-native design infrastructure — the design intelligence layer where humans, product teams, and AI agents contribute from a shared source of truth.
Four concurrent Present roles, ranked: full-time Principal Design Engineer at Mad Mobile (CAKE); founder of Braid OS; studio Honey, Specular, Systems of Systems; co-founder of Vita (fractional/advisory). Before that: first Creative Strategist at Facebook, the Instagram brand launch team, a SaaS exit, and three US patents.
PresentRanked, concurrent
- Principal Design EngineerMad Mobile (CAKE) · Full-time
- FounderBraid OS
- StudioSystems of Systems · Honey · Specular
- Co-founderVita · Fractional / advisory
Before
- First Creative Strategist at Facebook
- Instagram brand launch team
- A SaaS exit
- Three US patents
Proof
Exit
Founded Atomized → acquired by Opal Labs, 2019
Scaled a marketing visualization SaaS serving 200+ global brands including Disney, Coca-Cola, ESPN, Hulu, Samsung, and Nestlé.
Scale
Built a creative organization from 2 to 100+
Grew and led the Moxie creative organization across offices, combining creative, technology, and platform work for global brands and entertainment partners.
Platform
First Creative Strategist at Facebook
Helped launch the first wave of paid brand experiences on Instagram; prototyped early entertainment and discovery formats with Netflix, Lucasfilm, Marvel, Warner Bros., Disney, Pixar, A24, and Turner.
Patents
Three US patents on algorithmic social video distribution and visual asset systems
Author
Careers for Creative People (Peachpit Press)
Co-authored the Design and Advertising volumes — the business side of creativity, written for creative people.
Advisory
Boards and councils
Microsoft Gaming Advertising Advisory Council; Board of Directors, Miami Ad School / Portfolio Center.
Experience
2018 — Present
Systems of Systems
Systems Designer & Principal Design Engineer
2024 — Present
Principal Design Engineer; previously Sr. Director, Product Design
2021 — 2023
Surefront
Chief Creative Officer
2019 — 2020
NorCal Cannabis Company
VP, Executive Creative Director → VP, Marketing & Innovation
2012 — 2015
Facebook & Instagram
Creative Strategy Lead — first Creative Strategist at Facebook
2003 — 2012
Moxie → Publicis
EVP, Creative — grew the creative org from 2 to 100+