Hi, I’m Ali

I champion bold, disruptive ideas that are culturally tuned-in and creatively uncompromising. The kind of work that challenges expectations, earns attention, and elevates how a brand shows up in the world.

I’m passionate about building brands that people feel something for - campaigns that spark connection, shift perception, and make a measurable impact. Where creativity leads, results follow.

Over the past 15+ years, I’ve led global creative for some of the world’s most iconic brands across travel, tech, spirits, fashion, and lifestyle. Most recently, I’ve been at the heart of shaping Booking.com’s brand - overseeing creative development of our biggest campaigns, championing creative innovation, and leading high-performing teams that love what they do (and having fun while doing it!)

My work blends strategy with instinct, craft with clarity, and has been recognized by Cannes Lions, Kantar Creative Effectiveness Awards, YouTube Works, and The Internationalist.

Along the way, I’ve also helped bring big ideas to life for brands like Absolut, Microsoft, ASICS, PlayStation, Ketel One, Western Union, and DHL.

Three fun facts about me:

1) My first job was as a balloon artist.

2) I walked down the aisle at my wedding to a Muppet song - five years later I got to work with The Muppets on a global brand campaign.

3) I was the first person in my family to get a passport and travel outside of the US. I was so smitten that I permanently moved abroad for more than a decade. Everyone in my family eventually got a passport so they could come visit me.