A woman with shoulder-length blonde hair sitting on a window bench with a yellow patterned cushion. She is dressed in a navy blue polo shirt and black pants. She is petting a ginger cat standing on the bench. The room has wooden window shutters, a built-in bookshelf filled with books and decorative items, and a hardwood floor.
A woman with shoulder-length blonde hair sitting on a window bench with a yellow patterned cushion. She is dressed in a navy blue polo shirt and black pants. She is petting a ginger cat standing on the bench. The room has wooden window shutters, a built-in bookshelf filled with books and decorative items, and a hardwood floor.

I’m a strategist shaped by 17+ years of working across research, design, and growth, often in moments where organizations are trying to become something new. I’ve never been particularly interested in strategy as a layer of recommendations—in my work, it operates as a connective tissue between insight and execution, shaping everything from brand and experience to product and organizational direction.

Much of what I do involves bringing coherence to complexity: synthesizing cultural signals, stakeholder dynamics, and business ambition into frameworks that are both creatively generative and operationally useful. I’ve led this work across sectors—from climate tech to hospitality to cultural institutions—typically in close collaboration with designers, founders, and leadership teams.