About ME

I am a second-generation American, born in Baltimore Maryland to a smart, ambitious family. I grew up in D.C. where I learned about punk rock and Art and matzo balls. When I was 8 my family went to New York City and I knew it would be the place I would live forever. These days you can find me in Long Island City, Queens where I live with my husband and 3 children who are all begging for a dog and another baby.

I started my career running an arts education program for children who were living in homeless shelters in New York City. It was there I found my passion for human development and behavior. For the past 15+ years, I have trained in some of the world’s top branding and design firms, consulted some of the mightiest nonprofits, and helped organizations amplify their voice and purpose - building brands that don’t just stand out but stand for something. I think deeply, collaborate generously, and believe that strategy isn’t just about solving problems - it’s about sparking possibility.

Experience

  • Lead strategic projects that for public health campaigns, specializing in early childhood, nutrition, substances, and teen suicide. Work alongside senior client service, creative directors and research leads to see develop strategy across all campaign elements, analytics and evaluation. Clients include: the Public Health Departments of California, Washington, Texas, Colorado, First Five California, Tobacco Settlement Endowment Trust

  • Lead strategic analysis and story development for components of strategy projects (e.g., research, positioning, architecture, naming, design, activation) for a range of B2B and B2C clients including Intermountain Health, Amtrak, ConocoPhilips, CPI Card Group, General Motors, JDRF, Cemex

  • Consulted on design and use of strategic tools, including messaging frameworks and brand architecture in partnership with purpose-driven organizations. Clients included Marlene Mayerson JCC Manhattan, Easterseals, Hazelden Betty Ford Center, The HIVE

  • Developed brand positioning, architecture, messaging and creative with B2B and B2C clients on research, workshops, and general consultant. Clients included Merck, Briggs & Stratton, Land O’Lakes, CVS, News America, Dollar Tree, Hain Celestial, Wakefern, 826NYC

  • Manager, Design Strategy, 2012-2013

    Contributed to projects across Design, Strategy, and Innovation. My responsibilities included brand and product/service positioning, communications development, brand architecture, qualitative research, workshop facilitation, innovation, and design strategy. Clients ed: Kimberly Clark, Proctor & Gamble, Hershey’s, Bayer, General Mills, Colgate, Nestle

  • During my tenure I doubled the annual operating budget, tripled the size of the Board of Directors, and grew the number of programs from one to four. A key component to growth was strategic partnerships that I stewarded by defining the mission, vision, and brand design for the organization.

  • Strategic planning and identity development, fundraising strategies and staffing. Clients included: Art Start, The Laundromat Project, Ali Forney Center, SAGE. As a researcher I worked with Harvard University’s Project Zero, and as a research associate at Harris Interactive, on the Education team.

Education

  • Masters degree in Human Development and Psychology

  • BA Interdisciplinary Studies

  • Continuing Education courses in: Branding, Graphic Design, Typography

how I work

  • Leadership Style

    Rise to the challenge

    Work should be fun, and also rigorous. I don’t care about titles or labels - good ideas can come from anywhere at any time. My standards are high because when you keep them high, people will rise to them and the work will only get better.

  • Creative Approach

    Inspiration is everywhere

    I love leading creative teams through that push and pull between wild exploration and staying true to the strategy. Brand systems should make people feel something and understand something. I am as guided by brain science as I am by intuition - it’s all about that sweet spot where that logic and emotion meet.