About Me
I get excited about working with products and brands that want to make brave steps to change culture.
As a Senior Brand Strategist, I’ve had the privilege of leading cross-functional teams and collaborating with C-suite experts for a variety of industries.
I love brands who do good in the world. My approach centers on people: what they think, feel, say, and do. Then crafting that into powerful positioning, campaigns, and narratives.
I specialize in positioning products and brands for relevant differentiation and distinction.
In other words … I help you win hearts and minds.
Research
Quantitative. Qualitative. Category groundwork. Competitive investigation. Audience examination. Endlessly curious.
Leveraging my expertise in primary and secondary research methods, I keep a pulse on business trajectory, consumer needs, and category trends to guide strategic decision-making.
My approach is deeply rooted in people-first principles, where I pay close attention to details such as behavior, motivation, and aspiration to create deep empathy that connects people and builds a shared story.
Storytelling
Beliefs define choice. Choices shape our lives. Our lives are then a collection of beliefs and choices … or stories. Some trivial. Some meaningful.
Brand storytelling is more than messaging. It’s an aspiration. A shared belief with your audience. And it comes from data. But it takes imagination and creativity to make it simple. Unmissable. Belief.
Armed with research, I craft brand narratives that serve as the undercurrent for sales enablement, product positioning, and marketing. Connected to positioning. Built for the mission.
Campaigns
We live in an “experience economy.” Campaigns work best when they’re integrated into varied experiences.
I develop imaginative and original brand campiagns that weave through content, email, ads, social media, events, community, sales strategy, and employee brand.