I’m a strategy director who’s worked with global brands, scrappy underdogs, government agencies, and legacy icons — helping them move from “what are we doing?” to “this feels right.”

I’ve spent 15 years turning cultural shifts, behavioral data and messy business problems into stories that make people care. Sometimes that means building a positioning from scratch. Other times it’s rewriting the brief, realigning teams, or just naming the thing no one’s been able to articulate.

I believe in insights you can feel — not just present. The kind that come from playlists, overheard convos, back labels, weird TikToks, long dinners, short convos, and actually paying attention to the things people are really trying to say.

The work that excites me most challenges the obvious, pushes creative farther, or earns an eyebrow raise from the CMO. I’ve done it for Victoria beer, McDonald’s, Tobacco Free Florida, Sargento, and more. But what matters more to me is doing it with clarity, humility and people who still get a thrill when things click.