strategist

I am a

&

storyteller

building human-centric brands & meaningful consumer experiences

A seasoned researcher and critical thinker who’s skilled at illuminating a brand’s narrative and weaving it into a more meaningful consumer experience—where every touchpoint is considered, and every tactic is relevant.

  • Research & Discovery

    Only through dynamic investigation can we truly understand the strategic gaps and opportunities your brand faces.

    Bespoke to your brand and its current needs, but may include:

    - Internal stakeholder interviews

    - Existing perception audit

    - Audience research (e.g. focus groups, IDIs)

    - Competitor & landscape audit

    - Aspirational benchmarking

  • Narrative & Brand Strategy

    Once we have context, we can define. These foundational aspects of your brand act as a compass for every brand decision you make moving forward.

    This may include:

    - Brand narrative

    - Brand purpose, positioning & audience promise

    - Brand architecture

    - Brand, product and/or services naming

    - Brand verbal identity (brand visual identity crafted by design partner of your choice)

  • Experience Strategy

    Strategy-backed experiences built for your audience, products and/or services, and the settings in which these two meet (e.g. online, in person).

    This may include:

    - Key brand messaging

    - User journey mapping & recommendations for your brand’s existing physical and/or digital spaces

    - Creative concepts for product launches and other campaigns

  • Brand Management & Iteration

    Your brand is a living thing. Capable of change and growth, just like your products/services, audience, and landscape.

    I’ll work with you long-term to maintain the effectiveness of your brand and its related experiences as needed.

    This could look like:

    - Focus groups to test messaging or campaign concepts

    - Revisiting brand foundation after major company or landscape shifts

    - Consumer experience audits after major company or landscape shifts

  • "She’s a natural storyteller and has an amazing knack for research, building strong data points and unearthing fun anecdotes that support and build a strong argument and foundation for developing and evolving a brand."

    Senior Director of Brand Vision

  • "It was a pleasure to watch her take observations and formulate them into keen and people-focused brand strategy while we worked together at FINE, specifically for one of our placemaking clients."

    Senior Executive Producer

  • "Her humble, yet fanatical approach to research and strategy adds to every engagement with her quick witted delivery making even the most common subject matter immersing."

    Principal and Executive Creative Director

  • "She’s a brilliant strategist, with a knack for making the complex simple, inspiring, and actionable."

    Writing Director

I come from a long, long line of branders and storytellers.

There is a story for everyone and everything. I’m fascinated by these reasons for being.

As a curious witness of the human experience—and advocate for improving it—I’ve spent the last decade translating empathy and creativity into research, strategies, and consumer experiences for brands big and small, new and established, international and locally minded.

Let’s work together