About
Hello
I'm a strategist currently making the transition from agency to brand-side work. My background spans brand strategy, consumer research, and cultural insight—helping organizations understand what moves people and how to connect with them authentically.
This site is both a portfolio and a digital garden. You'll find polished case studies alongside rougher notes and observations. The goal is to show not just what I've done, but how I think about problems, patterns, and the practice of strategy itself.
I'm particularly interested in the intersection of brand, culture, and behavior—how organizations can build meaningful relationships with the people they serve, and how strategic thinking can help navigate complexity and drive real business outcomes.
Expertise
- Strategic Capabilities
- Brand Positioning & Architecture · Portfolio & Innovation Strategy · Go-to-Market Strategy · Creative Platform Development · Comms Frameworks · Consumer Segmentation
- Research & Insights
- Qualitative Research (IDIs, Focus Groups) · Cultural & Trend Analysis · Behavioral Insight Development · Competitive Landscape Analysis
- Category Experience
- Beauty & Personal Care · Wellness · Healthcare · Consumer Packaged Goods · Financial Services
- Tools
- Syndicated Research (MRI-Simmons, IPSOS, Mintel) · Adobe Creative Suite · Microsoft Office · Google Workspace
Resume
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I'm always interested in connecting with other strategists, potential collaborators, or organizations looking for strategic help.
Colophon
This site is built with Astro, hosted on Vercel, and designed to be fast, accessible, and easy to maintain. All content is written in Markdown, making it simple to add and update without touching code.
Inspired by the digital garden movement—the idea that personal websites can be evolving, imperfect spaces for thinking out loud rather than perfectly polished portfolios.