Senior strategist with a track record at VML, Hawkeye, and maslansky + partners. Campaigns for T-Mobile, FedEx, and Nike. I turn consumer insight into campaigns that retain, convert, and resonate.
Most marketing teams open with the brief and close with the budget. I start one step earlier: what does this audience actually believe, and why does that belief create an opening? Data surfaces the pattern. Insight explains it. The brief just writes the rest. That sequence is what separates campaigns that perform from campaigns that merely run.
My career started in public policy research at Cornell, where I learned that the most important skill in any room is understanding your audience before you speak. That instinct carried into every agency I joined.
At VML, I served as the lead strategy contact for T-Mobile and Metro, orchestrating multichannel retention campaigns across 18M+ customers. At Hawkeye, I built strategy for the FedEx small business ecosystem. At maslansky + partners, I analyzed how language itself shapes brand perception for Nike, Pfizer, and Bank of America.
I work at the intersection of brand strategy, lifecycle marketing, and storytelling. I lead with curiosity, back every recommendation with research, and build campaigns that connect.
Metro needed to activate its entire existing subscriber base for the Apple Watch launch without triggering opt-out fatigue. I led the cross-channel messaging strategy, coordinating art directors, copywriters, data analysts, and account leads simultaneously. The brief was tight, the timeline tighter, and the audience enormous. We exceeded the previous open rate benchmark by 2%.
FedEx wanted to own the small business e-commerce conversation outright. I led the research, framing, and authorship of a 40-page playbook series that gave small business owners a practical, authoritative guide to logistics and growth. The playbooks are publicly available and remain live on FedEx's platform. The first project I led fully end to end, and the one that proved the model.
How I move from brief to breakthrough - explore each stage
Open to Senior Marketing Strategist, Brand Strategist, and Strategic Communications roles. Remote-preferred, open to hybrid in the Bay Area or Sacramento.