As a creative strategist, it’s my job to see what could be and to give language to the simple, inspiring path that will get us there. I love finding that magical place between culture, audiences and brands that inspires ideas worth sharing.

I’ve led strategy for essentially every brief under the sun, but I’ve spent most of my career in the world of earned. There’s a certain bravery and risk when ideas must earn attention versus rely on paid. With no guarantees, the work must be inherently interesting enough to want to talk about. I love that challenge.

I’ve had the privilege of leading creative strategy work for global brands within PepsiCo, Johnson & Johnson, The Hershey Company, VF Corp and Bayer, as well as taken companies like Udi’s and Perfect Bar from emerging brand to category leader.