I decide what gets made, why, and for whom

For over 7 years, I’ve helped consumer, lifestyle, and tourism brands navigate moments of uncertainty and opportunity.

I translate cultural insight, market trends, and brand positioning into clear, actionable strategies. From partnerships to campaigns to brand storytelling, my role is to guide teams on what to prioritize, how to signal values, and where to focus attention.

I thrive in the space between creativity and strategy — shaping ideas into work that resonates with audiences and drives meaningful impact.

I grew up on the East Coast in Virginia Beach, spent 6 years in Washington, D.C., and 5 years in Portland before settling in Austin, Texas.

I started my career as a designer and learned early that strong systems and clear storytelling are what make work not only beautiful but impactful. Over time, I’ve grown into a leader, keeping design, clarity, and cultural insight at the forefront of strategy, while helping teams execute ideas that resonate.