ABOUT

My work sits at the intersection of creative development, deep YouTube audience expertise, franchise strategy and next-generation production. Over 14+ years, I’ve developed characters, series and formats, identified what audiences respond to, and turned those wins into scalable IP across content, consumer products, gaming, music, publishing and live experiences.

At Mattel, I led content and franchise development across a $600M+ portfolio spanning Barbie, Monster High, Polly Pocket and major Disney and Universal partnerships, contributing to $20M+ in annual sales impact. I created Barbie’s #1 growth-driving YouTube format, built the #1 most-viewed Barbie Short of all time and 7 of the Top 10 Shorts in channel history, helped rebuild Monster High for a YouTube-native audience, and originated Zia for Barbie Dream Besties, developing her from character concept through an actual Barbie doll at retail.

My philosophy is simple: start with character.

Create characters audiences love. Build stories they want to return to. Understand what creates affinity, then use that connection to grow the world across platforms, products and experiences.

YouTube has fundamentally changed how kids discover characters, build fandom and form relationships with IP. That’s why platform-native audience strategy is central to how I develop, not something added after the creative is finished. I approach AI the same way: as creative infrastructure. I pioneered Mattel’s first AI-assisted original series and continue to use emerging technology to develop, test and produce stronger creative work faster without replacing the judgment that makes audiences care.

Today, I’m putting that approach into practice through Bad Tone Studios, the creative development and production studio I founded to build original, YouTube-first character franchises from the ground up.