nuance, storytelling, and the big picture
So your brand wins consumer hearts and motivates teams

After working on 35+ brands from Nike, Crocs, and HP to start ups like Thinx and Robin Golf, my expertise is in sharpening brand strategy for B2C lifestyle brands and B2B brands that values storytelling. And I love to tango with impact-driven brands.

My thinking is deep and comprehensive.

When at W+K, Polaroid, 180 Thinking, I helped the Nike brand mean something in emerging markets, led a Polaroid brand refresh, and designed workshops for nascent startups and global brands like Danone and Gatorade. I love making the work better so it is true, compelling, and disruptive.

My experience is holistic and complementary.

Freelancing across 15+ companies from advertising and design to consulting and social innovation meant product sprints, employee value propositions, and design research. I can translate across disciplines, see the big picture, and get the work done. Coach training adds the ability to address resistance, manage misunderstandings, and build trust between teams fast.

This (and laughter) is my style and what I bring to creative teams.

Portfolio OVERVIEW

Polaroid
Refreshed Polaroid’s brand in 2022 to create consistency internally, and relevance in culture without a CMO.
HP
From zero to three distinct points of view for HP in the world of technology, one of which became a campaign.

FieldLevel
Partnered with the startup’s CMO to refine their mission, update their logo, and upgrade their user experience after a plateau of growth.

Robin Golf
Guided the startup through the positioning process and created distinct personality and benefits that made them the disruptors of golf.

Other brand projects: Nike Mexico, Royal Enfield, Sabra, Wynwood Brewing, ARK, 180 Thinking, Solight Design, Girl Go Travel, After, The Future Company
Nike Global, India, Russia
Worked on global futbol campaigns for years. Then localized a global womens campaign for Russia and lead strategy on Nike India’s first ever brand campaign, which won a Gold Cannes Lions in 2017.

TurboTax
Deflated fear and misconceptions around taxes with humorous product campaign that demonstrated ease and developed trust in the app.

Sprite
Challenged the client and creatives to design a different kind of voting campaign. Instead of telling people to vote, we gave people a stage to get vocal as a community first.

Crocs
Designed global sustainability workshops to define Crocs’ impact strategy for their environmental, low carbon product launch.

Other marketing projects: Nike Futbol, Nike Basketball, Nike Womens Russia, EA Sports, Royal Enfield, Sprite, VitaminWater, Polaroid Film, Polaroid Music

Parole‍ Project ‍
Championed a mass incarceration innovation project with systemic thinking, prototypes, and very little resources.
Financial Company
Brought brand point of view as the lead of user research, ux testing, and product strategy for a startup idea around parental leave.

Private Media Company
Helped a family owned business unite their employees and develop an internal culture through workshops and experience design during COVID.

Genetech
Collaborated with GS+P and IDEO on an employee value proposition to inspire employees with storytelling and purpose.

Other design projects: Google, sports recruiting app
Patagonia
Turned around a half day workshop for the internal team, Patagonia Action Works, in one week’s time.

Gatorade
Designed and facilitated a two-day, multi-agency and cross-functional workshop.

Danone
Partnered with the Danone sustainability team for an all-day cross-functional workshop, which included futurist tools.

Broadcast Radio Amsterdam
Led a brand purpose workshop for this non-profit in the founder’s kitchen.