Building Stronger Brands Through Creative Leadership.

I I help organizations align brand strategy, customer experience, and high-performing creative teams to deliver measurable business results. From driving $14M in digital revenue growth and 34% membership growth to building UX practices, brand governance, and scalable creative operations, my passion is creating the environments where exceptional work—and exceptional brands—can thrive.

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Building the Environment for Great Work

Great brands aren't built by creative teams alone—they're built when strategy, customer experience, technology, and talented people work toward a shared vision. My approach is to create that alignment by building the teams, systems, and creative culture that empower organizations to deliver exceptional experiences and measurable business results.

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Creative Leadership in Action

  • Brand Identity: Ice Vikings

  • UX Foundation: Best Western

  • Website: The Downside Risk

  • Video: Alliant

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Leadership Insights

My blog is where I explore the intersection of creative leadership, brand strategy, customer experience, and team development. Drawing from real-world experience, I share lessons, perspectives, and practical ideas to help organizations build stronger brands, empower high-performing teams, create exceptional customer experiences, and deliver measurable business impact.

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Blog
What a Global Digital Transformation Taught Me About Leadership (Part 1)
What a Global Digital Transformation Taught Me About Leadership (Part 1)

Digital transformation is often viewed through the lens of technology, but the most important transformations happen within people. In Part One of this series, I reflect on my experience helping unify Best Western Hotels & Resorts' global digital presence and the leadership lessons I learned along the way. From collaborating with international stakeholders to embracing Agile and discovering the power of CliftonStrengths, these experiences reshaped how I build teams, lead change, and approach creative leadership.

AI Will Not Replace Creative Directors—It Will Expose Weak Ones
AI Will Not Replace Creative Directors—It Will Expose Weak Ones

Artificial intelligence isn't replacing Creative Directors—it's redefining what great creative leadership looks like. In this article, I explore why AI amplifies strategic thinking rather than creativity itself, why taste and judgment are becoming the most valuable leadership skills, and how today's creative leaders can use AI to remove friction, empower teams, and drive better business outcomes.

What an Unlikely Musical Collaboration Taught Me About Creativity
What an Unlikely Musical Collaboration Taught Me About Creativity

What can creative leaders learn from an unexpected musical collaboration? Inspired by the unique partnership between Mike Patton and The Avett Brothers, this article explores how embracing different perspectives, staying true to your creative identity, and remaining open to collaboration can lead to breakthrough ideas. Discover why innovation often happens when seemingly opposite worlds come together.

Leadership Endorsements

  • "Scott has a rare ability to look at challenges from every angle, always anchoring decisions in the larger business and brand picture. He has a knack for making complex challenges feel manageable, all while keeping strategy and execution tightly connected."

    — Billy Hamilton

  • "Scott is one of the best product owners I have had the pleasure of working with. He has a clear vision of how to take a product to the next level of UI/UX design and works effectively with all stakeholders on a team."

    —Boyan Vassilev

  • "He is a creative services leader who has the confidence and knowledge to steer clients in the right direction and then to appropriate strategy, even if it's not want they want to hear."

    —Christopher Bacey

  • "Scott is the embodiment of everything you want in a creative - sharp, fun, outside-the-box, but able to focus, meet deadlines and understand the economics of the tasks he performs."

    — Jim Rathburn