My work shines on
Over 19 years, I’ve helped startups challenge the status quo and enabled industry leaders to defend their positions across diverse industries, but my most recent experiences have been in food & beverage, OTC pharma, healthcare, and home care spaces.
My human-centric, culturally-resonant brand solutions have shaped memorable stories, experiences, and expressions for Fortune 500 companies like Procter & Gamble, Danone, Haleon, and Campbell’s.
That said, I take inspiration from and am therefore familiar with all categories and I believe my strategic value truly shines when given the opportunity to share a fresh perspective.
Food & bev
From rebelling against sugar with Revl Fruits to crafting own brands with Sobeys–I know how to create mouthwatering appeal that makes brands stand out in crowded environments.
OTC pharma
From empowering menopausal women with Centrum to reducing the stigma around cold sores with Abreva–I have a deep and holistic understanding of the emotional and functional needs of all kinds of humans.
Healthcare
From telling Summit Health’s connected care story to tackling health equity with Indigenous Pact–knowing healthcare’s drivers and pain points enables me to create empathetic value propositions that engage and motivate.
Home care
From saving wildlife with Dawn to creating new laundry paradigms with Lysol–I know how to break people's autopilot and infuse fresh energy into the mundane, everyday aspects of life.
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INNOVATION
RESEARCH & DEVELOPMENT
"Really excited to get more of your time, you bring a great mind and energy to our team"
"Well done on helping us get to huge opportunities with highly feasible and actionable ideas"
“Awesome meeting, you're a rockstar. This project is going to be great”
“Thank you for going above and beyond to define the right strategic foundation for our brand"
Thought leadership
RX for a New Era
How to Leverage Brand Strategy to Navigate Healthcare's Pain Points
In today's turbulent healthcare landscape, where patient trust is fragile, strategic branding emerges as the secret weapon for organizations ready to revolutionize care. This whitepaper reveals how forward-thinking providers are leveraging brand strategy to transform industry pain points into powerful differentiators, reimagining what modern healthcare can be.