About Me
Brand Evolutionist. Strategic Firestarter. Outcomes Over Optics.
That’s the ethos. I don’t just build brands, I rebuild the systems, stories, and strategies that turn them into cultural forces. With 20 years of doing the bold, the different, and the impossible, I help brands go from foggy to fierce through the Insight-to-Impact Loop, my approach to transformation that’s fueled by trend fluency, AI, audience behavior, and unapologetic originality.
I specialize in shaping brands that want to lead and stand so clearly in their own space, competition becomes irrelevant. I don’t do sameness. I do substance, soul, and systems that scale. Whether it’s launching CPG brands with global ambition, creating the go-to-market strategy for the Amex Bonvoy Brilliant Card during the Marriott-Starwood merger, or growing a healthcare system to over $2.3B, taking them from transactional to trusted, I bring a distinct POV: outcomes over optics, always.
I lead through co-creation, clarity, and emotional intelligence, balancing strategic outcomes with deep human awareness. I can rally a room, but I need to read the room first. I drive momentum, but never at the expense of alignment. I see leadership as a shared journey, not a solo show. I build teams that run on trust and experimentation. And I never underestimate the power of a great strategy told through the lens of culture, emotion, and data.
I use AI ethically and intelligently. I integrate AI into brand and marketing strategy not for hype, but for what it actually enables: faster iteration, sharper personalization, and creative that converts. Whether I’m mapping campaign narratives, building GTM engines, or optimizing media spend, AI is embedded in the way I work. It’s not a separate skill, it’s part of my strategy stack.
Let’s evolve your brand. Let’s empower your people. And let’s move fast, forward, and with purpose.
BTW - Curious about my purpose, passion and perspectives? Jump over to my blog for insights on brand, AI, innovation and digital transformation.
Case Study: Crafting Opportunity, Strategy and Market Disruption for an Emerging Tequila Brand
In 2024, as Chief Revenue Officer, I crafted an investment opportunity, brand strategy, and GTM plans for a premium tequila brand, launching a refined Blanco Rosado and a bold, category-defining Peanut Butter tequila. Despite a fully developed, execution-ready strategy, the founders’ failure to meet basic business and financial obligations stalled activation. The good news? The frameworks remain a testament to my expertise: ready for the right partners or organizations seeking game-changing brand leadership. Whether you need strategic expertise or a VP of Marketing who delivers results, this case study proves my ability to build and execute market-defining brands.
Click HERE to read the full case study.
Hoag Health Care System
Brand Strategy | Marketing & Media Leadership
I partnered with Hoag’s senior leadership to navigate the complexities of a physician-led healthcare system, driving strategic marketing, digital transformation, and data-driven decision-making. By identifying market opportunities and mitigating threats from new entrants, my leadership fueled double-digit revenue growth, increased market share, and strengthened brand recall. The result? A transformed healthcare experience, enhancing patient outcomes while positioning Hoag as an industry leader.
AMERICAN EXPRESS BONVOY BRILLIANT: BRAVE THE WORLD
Sr. Experience Strategist | Campaign Positioning | Audience Development | Paid Media Strategy
The Brief:
Launch the Amex Marriott Bonvoy Brilliant Card and introduce the newly merged Marriott/Starwood loyalty program to luxury travelers within the Amex ecosystem.
My Role:
I led experience strategy, campaign positioning, and media planning, aligning creative inspiration with measurable outcomes.
The Concept:
Built for citizens of the world, the campaign spoke to those who brave travel, seeking experiences that transform. Inspired by the personal art of journaling, we connected loyalty with lifestyle through omnichannel storytelling.
The Result:
10x engagement surge and cardmember growth in the millions in under 90 days.
Power Up with the United States Marine Corps
Insights & Strategy, UX/UI, Media Strategy and Execution, Analytics & Measurement
Alongside the Launch Forth team, I led a digital marketing team to effectively drive engagement and activation of co-creators for the USMC Modular Logistics Vehicle project. Leveraging audience insights and research, we crafted targeted personas to guide our strategy. Our efforts yielded increased project memberships, design submissions, and community interaction through multi-channel campaigns. With a data-driven approach, we surpassed goals and optimized budgets, ensuring dynamic campaign adjustments for maximum reach and impact on the Launch Forth platform.
EIGHTHNOTE
Co-Founder. Vision, leadership, data & analytics, brand, product development.
Together alongside my co-founder, we launched Eighthnote, a pioneering wellness journey application, born from in-depth research and development, that redefines personal health and well-being management. By merging intuitive navigation with advanced biometric tracking, the app meticulously analyzes unique data alongside qualitative experiences, providing personalized insights into individual physiologies and wellness routines. Enables users to take informed control over their health, ensuring a more informed, empowered, and enjoyable wellness experience.
Allianz: Breaking Records With Adaptive Sports Technology
Insights & Strategy, UX/UI, Media Strategy and Execution, Analytics & Measurement
Allianz Super Human Sports project, aims to advance technology for adaptive sports. I led a team who worked to develop a competition targeted at an audience of tech-savvy, boundary pushing co-creators, that encouraged innovation in designing solutions to enhance the capabilities and participation of athletes with disabilities through an omni-channel, digital first engagement and activation approach.
Batch 64: Double Digit Growth in a Global Pandemic
Role: Director of Strategic Growth & Business Development
The regenerative substrates business was looking to reimagine their business model to stay competitive in a growing industry. Utilizing an updated brand strategy, growth models, disruptive strategy frameworks, ERP system integration, COVID-19 supply chain contingency planning, B2B selling strategy, team capacity evolution and agency management to grow 5x.
ALVARADO STREET BAKERY
The Ask: Introduce the brand to a newly positioned audience without alienating a dedicated older audience.
Using social listening, data analysis and other customer development channels we were able to successfully craft paid and organic media campaigns that generated brand awareness/lift, captured a new type of customer target, drove traffic in-store (and online channels as a pivot during COVID-19) and continued LTV of current customers through a new, multi-channel journey approach.
Content Strategy, Social Strategy & Execution, Paid Media, Creative Direction, Integrated Marketing & Experience Strategy, Audience Development
Agency: Veneer
Mommy’s Bliss: This is Bliss Campaign
Digital Campaign, Media Strategy, Paid Media Execution, Paid Social Media, SEM/SEO, Leadership Brand and Marketing Consulting
When you’re a new mom (or dad), things can be a wee bit overwhelming. Is he sleeping enough? What’s that weird face she’s making? Will he ever stop crying? Mommy’s Bliss gets it. The goal of this digital campaign was to remind parents that even when things aren’t going exactly as planned, you can find a moment of bliss (Mommy’s Bliss can help). The integrated “This is Bliss” campaign included endemic ad placements, ambassador outreach, paid social advertising and boosted post campaigns.
Agency: Veneer
Workday: Designing a Compelling Product Narrative for a Disruptor
Product Insights & Strategy, UX/UI, Media Strategy and Execution, Analytics & Measurement
Redesigned Narrative Framework: Focused on showcasing Workday's app design, the new framework improved the company and product narrative, addressing unorganized information architecture and ensuring compatibility across multiple devices.
Enhanced User Experience: Enabled users to manually input, self-scan, or have their badge scanned, self-select digital materials (eCollateral), and receive them via email, streamlining event marketing and integration with marketing automation.
Logical User Flow: Updated the information architecture for a more intuitive content flow, unifying the storytelling across different sections to provide a comprehensive overview before diving into details.
Mobile-First Design: Optimized the site for mobile devices, ensuring a native and unique experience for mobile users.
The redesign focused on user engagement, logical navigation, and a cohesive narrative that supports business development and marketing efforts.