I’m a Brand Strategy Director with over 12 years of experience at Goodby Silverstein & Partners, where I’ve led strategy for brands like BMW, MINI, Autodesk Software, Liberty Mutual, and Frito-Lay.

I’m most interested in the messy middle, where product reality and human behavior don’t quite line up. Across categories, I’ve helped turn complicated, often technical products into things people can actually understand, connect with, and want. My approach is about pushing past surface-level insights to find what’s fundamentally true about the product, what people genuinely care about, and where those two things can meet in a way that feels clear, motivating, and human

Some fun facts:

• I worked at the Smithsonian digging into culture and curatorial work

• I’m an avid origami folder

• I used to be an Instagram influencer

• I’m a proud AFOL (Adult Fan of Lego)