When you’re too close to a challenge, it’s hard to know what to prioritize, where to begin, and what success should look like.

I bring structure to that fog.

I work with leaders to elicit meaningful insights from research, data, and conversation. Help them translate those insights into shared understanding and strategic direction. And then inspire the conditions for teams to move forward with confidence.

I call it: 

Signal • find and frame what matters most

Structure • organize that meaning into a clear path

Shift • get everyone moving forward together

What I Believe

Great brands don’t just say the right things — they build systems that do the right things.

After 20 years guiding CPG, life science, retail, and B2B brands, I’ve seen the same gap appear again and again: companies put massive effort into crafting strategy but stall out when it comes time to activate.

Why? Because brand-building is a team sport — and when only a handful of people are aligned or empowered to act, the system breaks down.

I help close that gap — by designing strategy that works because it’s built to be understood, used, and shared.

How I Work

Strong brands commit to cultivating brand equity, curating experiences, and really, truly understanding customers.

But it’s the how that sets the great ones apart – because how keeps everyone focused on the bigger picture behind every choice.

Here’s how I help clients build the habits that build brands:

• Always be experimenting. Strategy shouldn’t stall in the abstract. Draft the thing. Prototype the idea. Every rough draft is a spark.

• Prize curiosity. There are no bad questions, only lazy answers. Curiosity drives perspective — and perspective drives insight.

• Anticipate pivoting. Strategy is not a straight line. If you stay open and keep learning, you’ll see the landscape in higher resolution — and find the best path forward.

The more people in your organization who can think this way, the more effective, efficient, and resilient your brand will be.