mini manifesto -
I truly believe great brands have the beautiful ability to enrich our lives and create deeper meaning and connection. We all have those brands we just love, those brands that say something about who we are, that bring us comfort, joy and culture. My “why” is to help brands lean into that part of them that’s uniquely valuable to their community, and reframe it with clear and compelling narrative that attracts and retains loyal brand advocates.

why I enjoy this work -

• I love words - when rooted in deep understanding and crafted well, a few simple words hold profound meaning and draw people into your brand.

• I live for insights - I love helping business owners dig deep to understand and shape who they truly are and who their audience is, so they can focus their strategy on the natural intersection between them.

• I value authenticity - today, more than ever, people are drawn to brands who are genuine, honest and true.

how I honed my brand strategy skills -

• I’ve professionally studied the strategies and evolution of hundreds of brands, and helped build and guide dozens of others, including Traverse City’s largest brands (Hagerty) for 7 years.

• I also have a B.S. in Marketing and am certified in Brand Management from the London Business School and Brand Strategy & Identity from IE Business School.