Vida is a passionate, creative storyteller, and now VP, Creative, Advertising at The New York Times. She mines culture for relevant avenues to connect consumers and brands in an ever-changing, technology-influenced world. Her passion is to create "creative that moves" – igniting consumer engagement, changing opinions, and humanizing brands to make them one consumers willfully, choose to love.

As a culturally fluent, creative leader, her purpose is to elevate a brand’s IQ. She believes in guiding brands to creative work that changes the consumer conversation, while still serving the brand’s business objectives.

Throughout her career she has serviced blue-chip brands spanning a wide range of consumer categories, such as Disney, McDonalds, Jeep, Chrysler, Verizon, Coca-Cola, Delta Airlines, Budweiser and State Farm. She has created award-winning work garnering accolades from Cannes Lions, The Effies, Communication Arts, The Art Directors Club, Chicago Creative Club, London International Awards and others. She has contributed to industry publications and provided thought leadership as a featured panelist and speaker at national industry events.