Strategy with soul.
I'm a strategist, creative, and diagnostician who has spent 20 years working at the intersection of brand, operations, and human behavior. I've built practices inside global firms, repositioned legacy brands for luxury parity, and taken products from concept to acquisition. I've worked in the room with global icons and venture-backed startups, in regulated industries and creative ones.
My background is in advertising, media and brand strategy. So, I think in stories before I think in frameworks. I've found that the most durable strategies are the ones that a brand can actually live — the ones where the narrative and the operational reality are the same thing, not parallel tracks that never quite meet.
How I Work
I spend twice as long in the problem, because the fastest way to waste time and money is to solve the wrong thing with precision.
I look for Value Gaps — the specific friction between what an organization believes about itself and what it can actually execute. The resulting solution might be a repositioned brand narrative, a new team structure, an integration playbook, or a product strategy. Whatever the form, the goal is consistent: leave the brand more capable, more focused, and more honest about what it is than before I arrived.
