I’m a strategist, researcher, and marketer who builds living brand ecosystems, rooted in a constant curiosity about how people engage with the world around them.

Approach

At the heart of my work is a simple belief: great brands don’t just communicate — they immerse. As a fantasy nerd, I like to approach marketing as a kind of world-building: weaving together insights, storytelling, and audience-first thinking to craft brand ecosystems that feel alive, relevant, and genuinely useful.

I’ve ditched the traditional marketing funnel in favor of studying the modern “marketing mosaic”: a constantly shifting pattern of touchpoints where paid, owned, and organic channels converge. My role is to bring coherence and continuity to that mosaic, ensuring every impression, post, or email reflects a resonant brand story that guides audiences naturally from awareness to loyalty. It’s my job to stay on top of what’s coming next in culture, helping brands make the most of emerging channels and evolving audience behavior.

The Pillars of My Practice

• Strategic Leadership & Mentorship I don’t just lead projects; I build the teams that power them. I specialize in upleveling strategic rigor, redesigning briefing processes, and fostering a culture rooted in curiosity and bold thinking. My goal is to establish the Brand Strategy team as a primary driving force for the organization—empowering individuals to lead with vision and produce the most culturally relevant work of their careers.

• Brand Foundations & Architecture I have a deep-rooted expertise in building (and rebuilding) brands from the ground up. Whether navigating $29B healthcare mergers or pivoting legacy giants for a Gen Z audience, I focus on creating foundational narratives and product architectures that bridge the gap between business goals and creative expression.

• Human-First AI Strategy I’ve spent a decade helping brands like Google Cloud and Microsoft navigate the fast-evolving world of AI and machine learning. I believe AI strategy requires a careful, human-first approach—translating complex technical capabilities into stories that resonate with people while ensuring brand integrity and responsible innovation.

• Award-Winning Creative Strategy I thrive at the intersection of deep research and breakthrough storytelling. From running international focus groups to deep-diving into predictive analytics, I use data (and good-old storytelling instincts) to find the "why," and then work closely with creative teams to turn those insights into Cannes Lion, Effie, and Webby-winning campaigns.

Personal

As a queer woman, I care deeply about inclusive representation and equity in advertising. I’m committed to building brands that mirror the complexity of the real world and championing voices that haven’t always been heard in it.

I share my workspace with my talented wife Elenita and our two menace puppies, Nola and Birdie. Outside of work, you’ll find me sketching portraits, bird-watching, or carrying my wife’s camera bag as she directs her first documentary film.