Creative Director · Marketing Director · Brand Builder
From a small island to the world. From a familiar name to a new audience. I find the opportunity, shape the idea and lead the work that takes it there.
A creative eye.A commercial perspective.
Based in Trinidad & Tobago. Working internationally.
Trinitario / Brand transformation
Give the world a taste. Give it a reason to care.
A complete rebrand and packaging redesign, now rolling out into Harrods with a limited-edition branded collaboration. Then back to Tobago, where the Chocolate Lab connects cocoa’s future with skills, ideas and opportunity.
Explore TrinitarioAmerican Apparel / A new chapter
American Apparel had been a cultural statement. Its next opportunity was giving creators a canvas for statements of their own.
A great blank tee could be the beginning of a label, a community or an independent business. As Creative Director at Studio Five, I led the digital relaunch campaign around that possibility.
Explore American ApparelAgency life taught me to find the idea, challenge the brief and lead the people who bring it to life. Leading global marketing at Angostura put the product, portfolio and commercial result on the same desk.
A brand travels when it finds a new reason to matter while keeping what makes it recognisable.
Years connecting creative direction with marketing leadership.
Over 90 ADDY Awards won, including a Charlie Award for Best Radio.
Countries in the distribution footprint of the Angostura portfolio.
More selected work / 03—08
Brand transformation & cultural relevance
From Angostura’s lowest-selling rum to its highest-selling product. A decade of campaigns and brand development helped rebuild cultural relevance and give people fresh reasons to choose it.
Explore White OakCampaigns, music, film & a new identity
A promise people could sing. An identity that carried the region into the journey. We Got You with Machel Montano, and a rebrand built around Caribbean colour, movement and belonging.
Explore the story of Caribbean AirlinesBringing two centuries of history to life through a global anniversary campaign and a limited-edition Reserve bitters expression. One icon. Fresh reasons to discover it.
Explore the story of Angostura Bitters · 200 YearsA global environmental ambition, brought closer to home. Strategy, campaign artwork and films connect plastic pollution with everyday choices, coastal livelihoods and collective responsibility.
Explore the story of BCRC-Caribbean / UNEPSymphony. Art of Rum. Cusparia. Three limited-edition rum projects connecting changing tastes, Caribbean creativity and heritage with new reasons to choose Angostura.
Explore the story of House of Angostura Product Launches
Brand strategy & creative direction
Fresh food. Proper coffee. Everyday essentials. Bringing a wider offer together under one memorable brand, with a reason to stop at every point in the day.
Explore PrestoBrand identity & campaign development
The useful questions come first. The possibilities follow.
Spot the audience, occasion or opportunity that gives a brand somewhere new to go.
Find fresh relevance in what already makes a brand valuable, then build the identity and story to express it.
Build relevance in new markets while protecting the qualities that make the brand distinctive.
Set a clear direction, bring the right people together and connect creative decisions with budgets, delivery and commercial goals.
04 / The founder chapter
The same instinct. A more personal stake.
I’m developing a brand from the ground up, starting with a gap I want to fill and an idea I want to put into the world. Another way to test how far the thinking can travel.
A project. A new chapter. A conversation.
A brand ready for its next chapter. A business with bigger ambitions. A team looking for creative and marketing leadership.