Brand and Marketing Leader with seventeen years of experience finding the story brands need to tell.Resume
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I started as a journalist. That training never left me, and it is the thing that most shapes how I work as a brand and marketing leader.Journalists find the real story beneath the surface narrative. They ask the question others avoid. They translate complexity into clarity under deadline pressure. Seventeen years in, that instinct has operated at the highest levels of the industry, from a Cannes Lions Gold strategy conceived in three hours to a loyalty roadmap for 100 million IKEA customers to an audience framework that became the global standard at Airbnb.I've held senior roles inside R/GA, Ogilvy, Saatchi & Saatchi, and Airbnb. I've worked with American Express, (RED), Unilever, YouTube, Ben & Jerry's, ASICS, and Homeless World Cup. Clients consistently extend engagements because finding the right story first produces better brand work than starting with the executional answer.
_Expertise
Brand Strategy, Cultural Strategy, Integrated Marketing, Partnership Marketing, Consumer Insights, Membership and Loyalty Strategy, Sustainability and Circular Economy, Creative Collaboration, Team Leadership_Brands Supported
Visa (EMEA), American Express, Barclays, IKEA, Airbnb (EMEA), Dove, Unilever, Bayer, YouTube, Andreessen Horowitz, McDonald's, Sanderson Design Group, Ben & Jerry's, ASICS, Cazadores Tequila, Michelin, (RED), STA Travel, Homeless World Cup, and dozens of environmental non-profits_Agencies Collaborated With
R/GA (UK), Ogilvy (UK), Saatchi & Saatchi (UK), 20(SOMETHING) (UK), OLIVER (US), Day One Agency (US), Virtue (Vice Media - US)_Honors Earned
Cannes Gold Lion in Creative Effectiveness for #TurnYourBack, PR Week Most Innovative Communicator_Education
BA in Journalism from UNC Chapel Hill with additional coursework in Luxury Strategy, Adaptive Resilience, Sustainability, Sustainable Food Systems, and Artificial Intelligence_Personal Highlights
Stanley Tucci once sent me a martini kit on my birthday. I've attended two Venice Biennales. A few years ago, I swam the same river in Cambridge that Charles Darwin and Virginia Woolf once swam.
_Example ProjectsAudience Analysis at Airbnb (23/24)
I built the first unified European audience framework at Airbnb, creating a single source of truth that became the standard for both European and North American marketing strategy.AI & Dove at Ogilvy (2023)
I authored the first strategic perspective on generative AI for Dove's global brand team, informing the brand's ethical stance on beauty distortion at a pivotal moment for the category.TikTok & Dove at Ogilvy (2023)
I developed the Cannes Lions Gold winning strategy for Dove #TurnYourBack, finding the grassroots cultural truth at the center of a brand crisis and moving from brief to global execution in under three hours.
(View the Case Study Video)Unilever at Ogilvy (2023)
I led the strategic development of Unilever's Step Zero initiative, turning sustainable living behaviors into viral content reaching nearly one billion people.
(View the Step Zero website)IKEA Family at R/GA (2021/22)
I reimagined the IKEA Family loyalty program for 100 million members, reorienting the value system from transactional discounts toward relationship value aligned with IKEA's 2030 circular economy commitments.Additional work project examples