I'm a brand and creative strategist with 10+ years of experience building insight-led strategies and campaigns for some of the most recognized brands in the world — Google, YouTube, Coca-Cola, Nestlé, Kit Kat, Whirlpool, and most recently BAT's new-category portfolio in North America.

I've always been drawn to the gap between what people say and what they actually feel — because that's where the most honest, most powerful brand thinking lives. My work is built on getting underneath the surface: excavating the human and cultural tensions that shape how people relate to a category, a brand, or an idea — and turning those tensions into strategy that gives creative teams something real to work with.

Over the years I've redefined what a ‘breaks’ means for Kit Kat, launched a new brand platform for Google Pay driving real shift in the way the category spoke, and built strategy for an anthem film for YouTube that positioned it as a force for good — 23 million views and counting. I've won new businesses and led them post-pitch. I've built strategy inside some of the tightest regulatory constraints in consumer goods, which taught me that clarity and creativity aren't at odds — you just have to work harder to find them together.

I believe strategy's job is to create the conditions for great creative work to happen. Not to direct it — to make the problem feel so alive, so exciting, so human, that the creative teams can't help but make something worth remembering.