My path into strategy began way before I even knew it existed. I didn’t attend ad school or do a stint at Droga5. Media became my entry point. During that time, while running campaigns and watching how audiences actually responded, one of the biggest takeaways was that the most powerful lever wasn’t the targeting. It was the idea.
The campaigns that truly worked weren’t just well optimized. They spoke to a clear human truth at their core. Seeing how those ideas landed and resonated deepened my curiosity. That’s when I decided to leave and build toward something more intentional.
From there, I began noticing brands and moments in culture in a way I hadn’t before. Kellogg’s tried to win over Gen Z in a way that went against their own positioning, and I couldn’t let it go.
I found myself noodling away at 2 AM, identifying a brand tension they were running away from and the opportunity waiting to be realized. More inspired and curious than I'd ever been, I couldn't stop at Kellogg's. That's how the portfolio started. I discovered brand and creative strategy and haven't looked back since.
Experimenting and making is where I have the most to say. Rather than forcing the idea to fit the medium, I follow where the idea takes me and create from there.
I’m drawn to culture as self-expression. Not culture as a trend report, but culture as the way people show up, communicate who they are, find each other. I see meaning and identity in ordinary moments and everyday details that most people walk past. That's the lens I bring to brands.