history nerd.
armchair profiler.
perpetual nomad.
I like to thank my 4th grade math teacher for making me hate math, because it led me to discover my natural ability for storytelling and creativity. Whether it's in beauty, banking, beer, or beyond, I love digging into the intersection of culture, people, and ideas.
When I’m not strategizing, I'm likely traveling, talking to my dog like a human, cheering on Arsenal from afar, or reliving the trauma of coming in second for wittiest in high school.
arnold / associate strategy director
08/2023 - present
Lead brand & retail strategy for the 5th largest bank in the country, transforming a 160-year-old blank slate into a likeable brand.
mccann worldgroup / senior strategist
08/2021 - 08/2023
Inspired the world's #1 makeup brand* to break out of outdated beauty standards to showcase a more diverse and inclusive vision of beauty.
Helped other beauty, fashion, and image-driven brands like ASOS and essie regain their cool factor.
*Maybelline reaches over 200 million people in 120 countries.
cavalry / senior strategist
09/2019 - 08/2021
Turned Kim Crawford into a lifestyle brand by carving out a new role for it to own as a true friend to women wine lovers.
Challenged pretentious, snobby wine culture with Woodbridge.
Unleashed Meiomi's it factor to take it from challenger brand to category leader.
Learned Italian to create a masterbrand portfolio architecture for Ruffino's house of brands.
cavalry / strategist & jr. strategist
09/2017 - 09/2019
Launched Corona's most successful line extension ever by appealing to a demographic that mainstream light beers had ignored.
Helped propel an imported beer brand from Mexico to become the #2 beer brand in America.
Relaunched the 100-year-old Laughing Cow brand, made Boursin a Pinterest sensation during the 2017 holiday season, and evolved the Mini Babybel character into the hero of snack time.
