How I work

What I Bring

Where I’ve Been

Why I Do This Work

My Philosophy

Most of my work happens behind the scenes, where ideas are forming, alignment is frayed, and the path forward is still unclear.

I approach every challenge like a layered narrative:

  • I start wide, scanning for patterns, gaps, and signals across the business, customer, and culture.

  • Then I move in, surfacing insights and shaping a path that connects vision to execution, along with clarity, cohesion, and integrity.

My work lives at the intersection of product, brand, and operations - ensuring that what teams build isn’t just efficient, but expressive. Not just scalable, but soulful.

Transformation doesn’t happen in a straight line.

It happens in the messy middle. Where vision meets scale, where business meets brand, and where execution meets emotion.

That’s where I work best.

I believe in thoughtful, deliberate action. Strategy that moves. Ideas that land. Systems that hold. I don’t just help teams “solve problems” but I help them build the right conditions for meaningful work to happen.

  • 0 →1 Execution
    I help teams move from raw ideas to tested pilots, scalable systems, and real-world results.

  • Strategic Storytelling
    Translating fuzzy vision into language people believe in - from pitch decks to product strategy.

  • Experience-Led Thinking
    Designing operations, services, and workflows that center people and feel intuitive.

  • Navigating Ambiguity
    Finding direction in the gray, aligning cross-functional teams, and creating momentum.

  • Big Picture Synthesis
    Making sense of complexity across teams, business models, and customer journeys.

For 13+ years, I’ve worked across agencies, startups, and experience-led brands - helping them scale smartly, evolve authentically, and align deeply. My roots are in experience design, my tools are in business design and anthropology, and my mindset is always systems-first.

  • Startups & Scale-ups: Guiding product direction, systems design, and strategic growth.

  • Creative & Consulting Teams: Leading cross-functional initiatives and brand transformation.

  • Experience-Driven Companies: Crafting strategies that align operations, product, and purpose.

I spent years supporting visionary leaders behind the scenes - shaping strategy, guiding teams, and building momentum. But over time, I realized: my work doesn’t belong in the shadows. I’m not just a supporter. I’m a shaper.

Now I partner with founders, operators, and change-makers to design what’s next. Not just with strategy decks, but with structure, narrative, and soul.