My Journey Behind the Strategy
It's always started with people.
Throughout my career, what's driven me isn't the campaign brief or the channel mix. It's the person on the other side of it. What do they need to hear? What would actually move them? What story would make this feel personal rather than promotional?
That curiosity is what led me to marketing in the first place. With a background in creative writing and journalism, I've always believed that the best strategies aren't built on data alone. They're built on empathy first, and data second.
Ideas That Connect, Strategies That Convert
Great campaigns live at the intersection of emotional resonance and business clarity. My strength is finding that intersection and building something that works on both levels: narratives that speak to real human needs, and frameworks that translate those narratives into measurable results.
Whether I'm designing a go-to-market launch, developing a demand generation program, or building a content strategy from scratch, I always start with the same question: what story are we telling, and why would anyone care?
Built for the Full Journey
I'm passionate about the entire arc of the customer relationship, from the moment someone first encounters a brand to the point where they become its most vocal advocate. I've built programs across that full spectrum: acquisition, onboarding, activation, retention, and re-engagement, across B2B, B2C, and everything in between.
For me, marketing isn't just a function. It's an opportunity to shape how people think, feel, and act in relation to something worth believing in.