I’m a transformation agent, using my decade+ of experience, spanning strategic disciplines and categories, to help ambitious companies find fresh paths that propel them forward.
While I’ve worked across virtually every category, the clients that have lit me up lean towards services, B2B, tech, finance, healthcare and generally areas that require getting smart on complex categories who market to niche, educated audiences. Some examples include UPS, ADP, Lenovo DCG, Showtime, a top executive recruitment firm and many others. I love conducting stakeholder interviews and getting execs to open up about their hopes and dreams for the organization, getting to know the culture of an organization and find those nuggets in their history or present that can make them shine.
Select Brands
My Approach
I’ve developed Swiss-Army knife agility through my decade of experience, spanning the gamut of strategic challenges from repositioning to campaign strategy. I believe that agility is key for clients who want to lead, but my approach remains constant;
Looking at data with a critical lens and quickly parsing out the signals from the noise.
Radical collaboration. We are only as good as our ability to leverage the diverse minds and experiences of our teams.
An (almost) unwavering optimism and excitement in diving into a new brand challenge, especially the process of uncovering a brand’s ‘je ne sais quoi,’ and making it more tangible.
A passion for guiding the expression of a strategic direction with an emphasis onbeing design that adds real value to the world.
My Guiding Beliefs
Simplicity over complexity. Cut the jargon.
Our relationship with brands follows well-established human behavior, so as marketers we should understand this behavior and stop claiming we’re reinventing the rules.
There’s a bit of magic that happens in the creative process of building brands and connecting with consumers that we as marketers must have faith in, honor and defend from the bean counters and data miners.
We’re in a historically exciting and significant time of disruption across every part of life from the brands we use to how we define ourselves. So how will your company, brand and you adapt?
Services
Brand Purpose
Positioning
Brand & Portfolio Architecture
Messaging
Creative Strategy
Naming Architecture
Digital Experience Strategy
Consumer & Market Trends
Selected Agencies
Athletics
FCB
COLLINS
Havas
Jack Morton
Jones Knowles Ritchie
J. Walter Thompson
McCann / McCann Health
POSSIBLE
R/GA
Sid Lee
SYPartners
Teneo
Wolff Olins