Creative lead for The Prisoner portfolio, home to the #1 Super Luxury Red Blend and #3 Super Luxury Wine in the U.S. Led the creative vision across every consumer touchpoint, helping reposition a heritage luxury wine brand for a new generation of affluent consumers (ages 30–45) while preserving the equity that made it iconic.

Directed 360° creative strategy across brand identity, product launches, digital marketing, eCommerce, CRM, paid media, web, photography, hospitality, experiential, and retail. Developed cohesive brand worlds that elevated storytelling across evergreen campaigns, seasonal initiatives, new product innovation, and premium bottle launches ranging from $60 to $300+.

Served as the creative partner to brand leadership and external agencies, leading integrated campaigns, agency RFPs, video and print production, experiential design, and hospitality programs from concept through execution. Oversaw creative for tasting room experiences, menu systems, environmental branding, brand activations, and partnerships spanning sports, film, and the fine arts, ensuring a consistent luxury experience across every consumer touchpoint.

Played a key role in modernizing the portfolio's creative expression—reimagining what was once considered "your grandparents' favorite premium wine" into a culturally relevant luxury brand that resonated with a younger, design-conscious audience without compromising its premium positioning.