ASSOCIATES BY DESIGN (ABD) — PARTNER, HEAD OF STRATEGY
Brand, CX, and Product Strategy: Led the creative repositioning and communication guidelines as well as mapped digital-first CX best practices for Blue Apron after its acquisition by Wonder to align with a new, subscription-less business model.
Brand Launch, Naming, and Growth Mapping: Created a new hospitality offering, Trailborn for exCompass execs around a concept to revamp roadside hotels adjacent to National Parks. Work included positioning strategy, naming, tone and voice guidelines, engagement strategy, collaboration with architecture and interior design teams, as well as brand architecture to map future location offerings (6 locations/~600 rooms today). Acquired by Marriott International in 2024.
Extensive Research Capabilities: Led market research analysis, quantitative consumer research (1000 participants) as well as qualitative shop along research in key geographic markets in addition to moderating focus groups to present strategic whitespace opportunities for brand positioning, product expansion, and a 12 month marketing / go to market roadmap for mountain spring water, Callaway Blue.
OCTO DEVELOPMENT — CONSULTANT, GROWTH STRATEGY
Business Transformation: Conducted workshops, stakeholder interviews, and subject matter expert interviews, and financial modeling projections to craft investment presentations for HAVOC Series A ($85M closed) , HAGAL Series D ($ confidential), and SEURAT Series D ($ confidential) raises.
TELLART US / BIG DREAMS — PARTNER, HEAD OF STRATEGY
Studio Repositioning and Brand Methodology: Established new US studio methodology to support purpose-driven growth in the climate-tech space, specifically in energy, water, and agriculture sectors.
Revenue Diversification & Business Development: Diversified revenue streams by designing the studio’s business plan to include grant research, product development, and thought leadership communications, aligning the studio’s offerings with client needs and market trends.
Dynamic Stakeholder Insights: Synthesized numerous stakeholder needs (from policy experts, sales, category experts, press, and consumers) within the climate tech sector.
High-Impact Client Work: Directed communications and growth strategies for major clients such as Xcimer Energy (secured $100M in Series A funding) and Utilidata (awarded three federally funded IIJA projects), Hexagon, and RI Commerce, showcasing expertise in guiding climate tech ventures.
Thought Leadership: Led a team of full-time and freelance strategists to produce STEEP analysis, design principles, and idealist design inspired content that elevated the studio's position as a thought leader.
TELLART GLOBAL — STRATEGY DIRECTOR, US BUSINESS DEVELOPMENT
Communications Strategy: Developed a three-year communications strategy to establish Tellart as a leader in experiential design and expand its US presence in product and service offerings.
Global Collaboration: Partnered with Hooton PR to execute global communications, leveraging Tellart’s notable projects (e.g., Toyota’s electric concept car, remote first Google Chrome lab, and Dubai’s Museum of the Future prototype) to build brand awareness.
Strategic Client Development: Led strategic initiatives for US clients, including Collins Aerospace, Amazon, and the Polish Pavilion at World Expo 2020, strengthening Tellart’s industry influence and market reach.
BASE — STRATEGY DIRECTOR
Global Business Development: Collaborated with international leadership teams (NYC, Brussels, Geneva, Melbourne) to develop brand strategies and business development initiatives for clients in hospitality, real estate, and cultural institutions.
Cross-Industry Brand Building: Delivered brand strategies for high-profile clients, including RX BAR communication guidelines and product portfolio strategy, Tishman Speyer corporate branding, The Malin co-working spaces, and cultural icon, The Huntington, with a focus on brand storytelling and client alignment.
Strategic Partnership and Collaboration: Worked with industry experts like Morris Hargreaves McIntyre, fostering a thoughtful approach to brand positioning and cultural insights.
MATOUK — DIRECTOR OF MARKETING
B2C Market Expansion: Spearheaded Matouk’s first national advertising campaign in partnership with Condé Nast to establish a B2C presence, managing a $2M budget and crafting the brand’s entire B2C and B2B communications strategy.
Content & Digital Transformation: Led a comprehensive e-commerce redesign and CRM integration (Salesforce), enhancing customer engagement and digital reach. Developed a content strategy that tripled Matouk’s social media following within 13 months.
Brand Development: Created brand positioning, tone, and personality, setting a foundation for Matouk’s long-term consumer engagement and growth strategy.
CO OP BRAND PARTNERS — STRATEGY DIRECTOR
Client Relations & Project Oversight: Directed strategic initiatives for clients such as Cox Communications, United Nations, and NYCEDC to reinvigorate New York’s Brooklyn Army Terminal, aligning brand strategy with cultural impact and market needs.
GREY — SENIOR BRAND PLANNER
Global Product Expansion: Launched Procter & Gamble’s Unstopables brand globally, focusing on premium market penetration and brand extension strategies.
Millennial Consumer Insights: Developed a millennial-focused research methodology, leading campaign strategies and product development for Downy, Volvo, and TJMAXX.
Innovation and Market Insights: Participated in P&G’s global innovation sessions, conducting immersive research to uncover actionable consumer insights for the North American market.
BA — COLUMBIA UNIVERSITY, 2006 Art & Architectural History, Cum Laude
MASTERS — HARVARD UNIVERSITY, EXPECTED 2027 Anthropology