I help brands navigate high-stakes transformations.

For 14 years, I’ve guided organizations through brand transformations that are authentic to the brand, relevant, and lasting.

Strategy Portfolio

Who I’ve Partnered With

Highlights include defining UPS’s global purpose (still driving the business 5+ years on), shaping PUMA’s repositioning (woven into the brand 12 years later), and guiding an executive recruitment firm on how to bring their humanity into the digital space. With repeat clients at top design, ad and consulting firms, I have a track record of building trust with leaders at the very top—from billionaire CEOs to executive recruiters at the height of their game—while also uncovering powerful insights from employees and consumers on the ground. My work spans across categories but I specialize in B2B and technology, where I thrive on translating complex subjects into meaningful clarity.

Clients

DESIGN
Athletics
COLLINS
Jones Knowles Ritchie
Little Big Brands
Third & Grove
Vault49
Wolff Olins

CONSULTANCIES
Faith Popcorn
Fathom & Hatch
SYPartners
Teneo

AGENCIES
Argonaut
Dentsu
FCB
Havas
Jack Morton
JWT
Leo
McCann / McCann Health
POSSIBLE
Publicis
R/GA
Sid Lee

Brands

CONSUMER
American Express
AT&T
Canon
Hyatt
Lean Cuisine
L’Oreal
Mastercard
Microsoft
Nespresso
Old Spice
Pfizer
Popeyes
PUMA
Showtime
UPS
Vaseline
Verizon

B2B
ADP
Google
Lenovo
Myriad Video
Reaktor
REOL
Russell Reynolds
UBS
UiPath
Viacom

Services

I specialize in brand positioning, identity, and purpose with deep experience in B2B and technology, where I thrive in translating complex ideas into meaningful clarity. I also bring category fluency across finance, lifestyle, luxury and real estate—sectors where identity, high consideration or cultural relevance make strategy especially critical.

Beyond positioning, my experience spans into brand architecture, messaging/brand narrative, campaign development, and brand experience. I’ve led global workshops, facilitated executive interviews, and partnered with interdisciplinary teams—equally comfortable leading the project or stepping into a supportive role.

Brand Purpose
Positioning
Brand & Portfolio Architecture
Messaging
Creative Strategy
Naming Architecture
Digital Experience Strategy
Consumer & Market Trends