I'm an Award-winning Strategy Director with 10+ years partnering with some of the world's biggest brands such as Jeep, KFC, Walmart, Kellogg's, Nintendo, Bank of America.
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​Part strategist and part storyteller, I turn messy business problems, cultural shifts, and human behavior into simple, compelling narratives. My expertise gives brands a role in people’s lives, not just a place in the market. I help iconic brands uncover their precise emotional advantage: the thing people believe in, creatives want to make, and businesses can grow from. The best strategy doesn’t just sound smart. It feels true! The result is work that builds brand love, inspires great creative, and drives real business results.​
When I’m not working, you’ll find me buried in a book, binge-watching Bravo, or making a passionate case for Taylor Swift’s brilliance to anyone willing to listen.
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A few favorites. Briefs and decks available upon request.
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The Biggest Digital Sales Week in Brand History
How A Sex Ranking Sold A Family SUV And Got 592 Million People Talking
FIIIIIINGER LICKIN' GOOD, AI ACTIVATION
The $0 Ai Ad Campaign that Won The Internet
Transforming a B2B Water Filter Business into a Consumer Brand
Kellogg's First Digital Campaign That Reversed a -17% Sales Decline
TONY THE TIGER, FIRST V-TUBER ON TWITCH
A Cereal Mascot Outstreamed the Biggest Creators and Drove a 29% Lift in Purchase Intent
This isn't everything. I have deep experience in Comms Planning, New Business Pitching, Campaign Architecture, Positioning, 360 Integration, and Audience Segmentation. Happy to share upon request.
BRAND STRATEGY & STORYTELLING
Every brand has a story. The challenge is finding it and then figuring out how to tell it in the stickiest way.
I’m fascinated by the beliefs, tensions, and human truths that give brands meaning beyond the products they sell. For the last decade, I’ve helped brands uncover those stories and turn them into narratives people can see themselves in.
CREATIVE BRIEF WRITING
I write briefs like a TED talk, a story, a hook, a rally cry for the room. I write like I talk, because nothing kills a room faster than marketing jargon. I tell a story, because the best briefs feel like a twist you didn't see coming.
And I'm brutally clear on the problem, because the work can take a million forms, but the problem cannot.
CULTURE INTELLIGENCE
Trends are everywhere. Ai can help you find them, but in order for a brand to put it's own spin on a trend, you need someone to dig deeper.
I dig deep. I focus on why it’s happening. Why did Brat Summer take off? WTF is 6-7? Is loud quitting good or bad? I don’t just see the trend and share it, I translate it for what it means for your brand.
NO B.S. RESEARCH
I've run focus groups, quant studies, ethnographies, shopalongs, IDIs, and my personal favorite…scrappy man on the street interviews.
Regardless of the method, good research isn't gut or data, it's both. You start with an instinct, then use research to challenge it, refine it, or kill it. The “aha” usually lives in the contradiction - the gap between what people say and what they do.
Awards are a team sport. But these didn't happen without the strategy and that part I'll own.
2026
1 Graphite Penctil D&AD - KFC
1 Bronze Pencil, The One Show - Jeep
1 Silver Clio Winner - Jeep
1x Webby Award and a 3x People’s Voice - KFC
1 Silver ANA Reggie's, Best Brand Repositioning - KFC​
2025
2 Shortlists, Cannes Lions - KFC
1 Gold Webby - KFC
1 Gold LIA - KFC
2023
4 Gold, 1 Bronze Effies - Kellogg’s
3 Gold, 1 Silver Addys - Kellogg’s
2 Gold, 1 Silver ARF Ogilvy - Kellogg’s
1 Gold Jay Chiat - Kellogg’s