about caroline

I’m a creative leader who believes design is most powerful when it’s in service of a clear idea and a meaningful goal. My background is in art direction, but I’ve always been drawn to work where craft, strategy, and purpose are inseparable — where creative isn’t just beautiful, but effective.

Over the past 20 years, I’ve led multidisciplinary teams, evolved brand identities, and built integrated campaigns that shape perception, drive engagement, and support real business outcomes. My experience spans launching and scaling dozens of Google products to guiding Carrot’s brand through multiple stages of hypergrowth — helping the company show up with clarity and empathy during some of the most pivotal moments in people’s lives.

I blend creative vision with strategic rigor. Data and insight inform my decisions, but it’s human stories that bring the work across the line. I believe great creative makes people feel something about themselves — seen, understood, respected — and that emotional connection is what ultimately builds trust in a brand.

As a leader, I’m known for clearing the way so teams can do their best work. I sometimes call myself the “steamroller” — not because I flatten ideas or people, but because I remove obstacles, advocate fiercely, and create space for creativity to thrive. I’m deeply hands-on when craft matters, and equally committed to mentoring and supporting teams, especially through moments of challenge or change.

Outside of work, creativity is still part of my daily life. I’m always making something — whether that’s a project around my home, sewing or embroidery, cooking meals that bring people together, or art projects with my sons. I’m an avid reader and storyteller at heart, drawn to narratives that reveal something human and true. That same curiosity and love of craft — building, experimenting, and finding meaning in simple moments — has been with me since childhood, when my walls were covered in magazine collages and iconic ad campaigns that sparked my love of brand.

Carrot has been especially meaningful to me. After navigating my own fertility journey early — and feeling the isolation that often comes with it — I began speaking openly about my experience. That openness helped others feel less alone, and working at Carrot allowed me to bring fertility, family-building, and now menopause into more honest, supportive conversations. Reducing shame and increasing access to care isn’t just part of the brand work — it’s personal.

At my core, I’m a builder: of brands, teams, systems, and connections. I’m energized by growth, complexity, and change, and by helping both businesses and people realize their full potential.