Welcome to my website.
Thanks for stopping by.
Here’s a few things about me and the work I do.
about me
I’ve always loved stories. When I was little, I loved reading books and going to the library was a constant, delightful excursion. In high school, I was definitely part of the ‘theatre’ crew. (I’m so glad YouTube wasn’t around when I was growing up!)
I love stories because they help us make sense of the world. Especially today, there’s a propensity to be scared of the unknown. ‘Digital’ transforming our everyday lives is just one example; the urgent cultural shifts bubbling in the world is another.
But change can be good. Change helps us rethink what’s possible. We just have to tell its story simply, even if the topic is incredibly complex. In a way that invites people to experience it with empathy and curiosity and while imbuing familiarity.
So that’s what I do today: I help people and companies with big ideas bring them to the world simply.
The practical stuff
My background is in Client Services in advertising agencies, branding agencies, and innovation consulting firms. That means:
I’m pretty much a GSD person, with a propensity for action (backed by sound strategic thinking, of course)
I work in highly collaborative, fast-paced environments with multiple teams and multiple deadlines
I love out-of-the-box thinkers and makers – pair me with someone who has a kooky, but possibly brilliant idea and we’ll get it out in the world
But I’m also kinda other things:
I’m a marketing and brand strategist, in the broadest sense of the word, and have experience across many industries and verticals. I connect the dots across many lines of thinking. I’ve developed strategy myself and in collaboration with planning and strategy colleagues
An Operations ninja – deep experience in the mechanics of revenue, resourcing, P&Ls, expenses, etc. Helping build processes and systems that make sense for the people that actually have to do it
A New Biz bee – inbound pitch strategy and management, proposal development … I enjoy sharp, focused, excited energy
What I’m good at
In a nutshell, I’m good at thinking about the convergence of the customer experience and strategizing with marketing and product partners on all things upper- and mid- purchase funnel. I get that brand building today is not just a marketing to-do: it’s a holistic, interdisciplinary approach that requires thoughtfulness, collaboration, and a little bit of risk-taking.
Audience definition: including qualitative or quantitative research
Brand strategy: purpose, positioning, values, messaging, brand architecture, tone-of-voice, experience principles
Business strategy: product / portfolio architecture, new audience trends
Innovation: consumer co-creation, service design, new product prototyping
Digital experiences: digital strategy, personas, user journeys, UX, UI, design, production, roadmap planning
Visual identity and implementation: logo and visual identity development, design system extension, signage, environments (architecture), rebrand implementation planning, brand governance and management
Employee engagement: behavior development, culture workshops, activation, internal comms
Marketing strategy, creative, and execution: go to market strategy, launch planning, channel planning, content strategy, big idea development, content production
I also excel at what I call “strategic project management”: bringing many stakeholders – both in and out of marketing – along for the journey. I re-architect the people, process, and tools to drive both exciting, insightful work and leadership buy-in.
What I’m not good at
Heavy quantitative analysis: large data tables are not for the faint of heart but I’m happy to work with someone who lives and breathes Excel and pivot tables
Performance marketing: I’ve collaborated closely with people who love programatic ads and a good SEO/SEM strategy (especially on our favorite topic: site content!) and while I can speak to how strategies might align to upstream objectives, this is an incredibly special skill that many others have mastered
Industries
Just a few industries I’ve worked in:
Tech: Startups and Fortune 50s, including Blockchain, Cloud, AI, Database
Energy: nuclear energy, trade markets, local utilities
Engineering: Industrial; infrastructure; chemical
Entertainment: Media conglomerates working on digital integration; HQ environments
Healthcare: Health care system and adjacent health industries
Finance: global banking and markets, retail, mortgage, credit cards
Sports, Health, and Wellness: Footwear and apparel, retail strategy, portfolio architecture, innovation
Retail: customer definition/segmentation, positioning, marketing activation
Transportation: large transit authority customer experience
Others: Real estate, Telecom, Government, Aerospace, Defense
Who I work with
C-level strategy and creative workshop
AGENCIES OR ORGANIZATIONS
In Client Services or Corporate Marketing / Product Marketing roles, delivering projects from strategy through execution
Entrepreneur market research
ENTREPRENEURS OR STARTUPS
If you have a hunch your target customer might be off or your messaging isn’t cutting through, let’s work together to (re)define how you go to market
Ellevate Network Speaking Panel
SPEAKER PANELS OR NON PROFIT BOARDS
I love supporting groups that invite different (read: diverse) voices to help their members broaden their world view, through speaking opportunities or junior board membership