Strategic Expertise That Moves Brands

I’ve built my career by following the forces that move people, music, fashion, sport, the global languages that cross borders, spark connection, and shape culture. Wherever you go in the world, these are most likely the shared signals people gather around, and the most iconic brands understand this instinctively. They don’t just advertise; they participate. As a brand strategy leader, my passion lives at the intersection of creativity and culture, helping brands earn relevance by showing up where life  and culture is actually happening.

In today’s world, that means moving beyond traditional broadcast thinking and embracing the connective channels of modern culture, designing behaviors, not just messages, and creating real exchange between brands and people. The work is less about pulling consumers into a brand’s world and more about brands authentically contributing to the world’s consumers already inhabit. Doing this well requires more than a sharp brief; it takes orchestration, aligning comms, social, data, insights, and creative partners to build big ideas that live across touchpoints and scale into meaningful brand worlds.

I’ve applied this approach across a wide range of clients, from Nike, Jordan Brand, Apple Music, Spotify, Netflix, and Tiffany & Co., to Electronic Arts, Patagonia, Uber, DoorDash, Allstate, and beyond, helping brands connect with culture in ways that feel human, relevant, and built to last.

At the core of my work as a strategist is building the bridge between business problems and creative solutions. There’s rarely a blueprint, just instinct, learning, and trust in the process to find the right answer. What matters most is optimism and conviction: the belief that every hard problem can be solved. That’s where the real work lives, and that’s where I choose to focus my energy to create impact.

Where I Create Impact

  • Before new ideas can exist, you have to uncover the truth about the brand and the people it’s meant to reach. Too many brands and strategist today rely on desktop research alone, but real insight lives beyond the screen, out in the world with real people. From traveling the globe to understand the evolution of basketball culture to investigating how to spark human curiosity in today’s world, I’ve built, led, and analyzed research and workshops that surface real truths that fuel bold, meaningful ideas.

  • Most categories are trapped by rules everyone agrees to follow. Brands know the conventions, but few are brave enough to challenge them. Tapping into my experience across sports, tech, entertainment, beer & spirits, and CPG, I’m drawn to fresh problems and the opportunity to help brands break through. My focus is category disruption, finding the white space that defies convention, stays true to the brand, and lets it show up in a way only it can.

  • The strongest brands stand for something—and they don’t waver. That belief defines how they show up everywhere, not just what they say. I’m experienced in helping brands identify what they stand for and how to stand for it in a way that’s undeniably true to their product and audience. By uncovering a brand’s core truth, I shape clear, ownable positioning crafting a belief system people see themselves in. Not a message, but a narrative that can’t be copied, expressed through ideas with confidence and conviction.

  • In a world where people tune out ads, the goal isn’t to interrupt, it’s to belong. The most powerful brands meet people where they already are. I specialize in building brand platforms that are big enough to hold many messages, yet flexible enough to live across every place a brand needs to show up and connect with their audience. I’m driven by creating cohesive brand worlds, working with teams ready to push beyond traditional touch points and bring a single, powerful idea to life anywhere and everywhere that matters.

  • Creating ideas under pressure is hard. Keeping teams inspired while the stakes are high is even harder. I take that responsibility seriously. As a strategist, my role is to keep teams clear, motivated, and creatively sharp, feeding them provocative ways into the strategy, the audience, and the idea. I push inspiration beyond the walls of advertising, because the most powerful work often comes from unexpected places. When we look elsewhere, we create more than ads, we can create ideas that surprise.