Cyd is a Creative Director at HBO Max leading a diverse team of thinkers and makers, dedicated to Growth and Acquisition Media. She also serves on the board of +ME Project, a non-profit that harnesses the power of storytelling to equip and embolden youth to improve their lives, their communities, and the world.
She is a seasoned leader with a passion for solving complex problems and transforming businesses through design thinking. Working at the intersection of art and technology, she has a strong record of building brands and launching engaging campaigns that drive favorability, revenue growth, and fuel cultural conversation in crowded sectors.
Prior to HBO Max, she served as Art Director and Design lead at Apple, focused on Brand and Marketing. Earlier in her career she was at Rdio, Pandora, and thredUP.
Her leadership approach
is influenced by the following core tenets—
Everyone is
creative.
↳ Creativity is not binary and it is not the same as being artistic. It simply asks that we use our imagination to solve problems—a skill that anyone can harness.
Innovation starts
with people.
↳ Design thinking encourages organizations to focus on the people they're creating for, which leads to better products, services, and internal processes.
Complex problems are solved collaboratively.
↳ As Helen Keller said, “Alone we can do so little; together we can do so much.” I believe it takes a diverse team with multidisciplinary perspectives to build meaningful brands.
Creative organizations
are more agile.
↳ Marrying design thinking (the why) with agile workflows (the how) allows us to rapidly generate new ideas, bringing better experiences to market faster.
Expansive thinking leads
to radical solutions.
↳ Innovation is not a linear process. Reframing problems, exploring all conceivable angles, and thinking “big” leads to truly groundbreaking results.
Ideas come from
anywhere.
↳ What is now obvious was once hiding in plain sight. Inspiration comes from continuously listening for the unexpected which can come at anytime from anywhere.