About
A strategist obsessed with turning audience understanding into business impact.
I've worked across healthcare, wellness, CPG, B2B, and financial services, but my favorite work usually starts the same way: there's a human truth, a brand trying to matter, and a creative team that needs a sharper way in.
I work best in the messy middle of a brief — where business goals, platform reality, and human behavior have to be reconciled into something a team can actually build. I like workshops more than decks, comments sections more than survey data, and specific insights more than universal ones.
My approach
A simple loop.
Listen first.
Before the brief gets solved, understand what people are already saying, sharing, searching, and side-eyeing.
Find the tension.
The best strategy usually lives between what the brand wants to say and what people actually care about.
Understand the audience.
Not “women 25–54.” Cohorts, behaviors, mindsets, moments, and the weirdly specific truths that make people feel seen.
Create relevance.
Turn the insight into an idea, platform, or content system that feels native to culture, not forced onto it.
Measure what matters.
Track the signals that prove people cared: saves, shares, comments, sentiment, behavior, and business impact.
Repeat.
Strategy is a practice, not a deliverable.
Industries
Where I've played.
- Health & Wellness
- Women's Health
- Consumer Packaged Goods
- Personal Care
- Fitness & Lifestyle
- Technology & SaaS
- Financial Services
Beyond work
The non-deliverable stuff.
Mom to a 6 month old
The most demanding audience I've ever worked for.
Internet rabbit hole explorer
Niche subreddits and late-night comment sections.
Facebook Marketplace treasure hunter
Equal parts bargain shopper, amateur antique dealer, and person willing to drive 45 minutes for a really good find.