Brand Strategist


My Approach


I’ve developed Swiss-Army knife agility through my decade of experience spanning the gamut of strategic challenges from brand transformation to campaign strategy. Agility is key for clients who want to be on the forefront, but my approach remains constant;

  • Leveraging the power of three: Strategy + Account/Client + Creative, Consumer/Culture + Brand + Category, or for me, leveraging my Curiosity + Photography + Writing.

  • An excitement around learning about a new brand, especially uncovering and making its ‘je ne sais quoi’ more tangible.

  • Strategy grounded in real insights with a focus on qualitative.

  • A collaborative approach with internal teams and clients with an interest in delivering measurable ROI.

  • A passion for guiding the expression of a strategic direction with the emphasis on it being well-designed and adding real value to the world.



  • Cultural / Innovation Trends (including trends-scouting through street photography)

  • Consumer Research: Quant & Qual

  • Competitive / Market Analysis

  • Stakeholder Interviews / Brand Analysis


  • Brand Strategy (Positioning, Identity & Internal Development) 

  • Creative / Campaign Strategy

  • Digital / Social Strategy


  • Consumer + Strategy Visual Dossiers 

  • Creative Briefing Sessions

  • Stimulus for Workshops 

Guiding beliefs in strategy and life

1. Simplicity over complexity. Cut the jargon.
2. Our relationship with brands follows well-established human behavior.
3. We’re not reinventing the rules of marketing, just using different tools.
4. Not everything can be measured (yet) so let’s use that insightful magic that comes from qualitative research.
5. 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 gender. It’s a great time for change.