Inside My Strategy & Storytelling Approach
I help brands get clear on who they are, who they’re for, and how to show up in the world in a way that actually earns attention. My work lives at the intersection of strategy and storytelling: I partner with founders and in-house teams to turn audience insight into campaigns, content, and experiences that feel human, not hypey.
When we work together, we start with your audience and your business goals, not a trendy format or a one-size-fits-all playbook. I map the full ecosystem of how people discover, experience, and talk about your brand, then build an integrated plan across your channels—website, social, email, partnerships, in-person moments—so every touchpoint feels consistent and intentional. You get a thought partner who can both set the strategy and roll up my sleeves on the execution: briefing your teams, shaping messaging, and making sure the work ships on time and on brand.
A lot of my approach was forged during my years at Code and Theory, a globally recognized, digital-first creative agency that lives at the intersection of creativity and technology. There, I moved from research and community management into leading creative strategy for major fashion, beauty, and CPG brands like Maybelline, essie, Victoria’s Secret PINK, and Burger King. Code and Theory is known for solving complex consumer and business problems across the entire customer journey, designing products, content, and campaigns that work together as one system—and I bring that same ecosystem thinking to every client I support today.
Because of my agency training, I’m comfortable sitting in the messy middle with you: translating qualitative and quantitative insights into a strong brand position, pressure-testing ideas against real audience behavior, and collaborating with designers, media partners, and internal stakeholders so the work ladders up to a cohesive whole. Because of my in-house experience, I am hands-on and scrappy—able to focus on the big picture while honing in on the details. Clients lean on me as a bridge between leadership and execution—someone who can speak the language of data, creative, and operations, and keep everyone aligned on what we’re actually trying to achieve.
When I’m not working — or thinking about work — you can find on the playground with my son, at a concert with my husband, thrifting for home decor, or toiling away at another project on my sewing machine. But let’s be honest, I’m probably thinking about work there too.