Here’s the kind of stuff I love to do:
- Brand positioning, identity, and rebranding
- Designing and conducting qual and quant research, from in-homes to focus groups, to online communities
- Developing insight-driven creative briefs that inspire creative teams
- Partner with creative teams to make work that drives consumer love and marketing results
- Product and packaging innovation and research
- Trend and audience research reports
- Workshop design and facilitation

I brought creative strategy to the team and create connections between Creative, Brand, Consumer Insights, Marketing, and General Management (across Wayfair and sub-brands Wayfair Professional, AllModern, Joss & Main, Birch Lane, and Perigold), turning insight into actionable creative strategies that build brands with consumers and achieve marketing objectives.

I created a brand planning
capability to transition their internal team into a full-fledged in-house agency. I led creative strategy across the entire product portfolio—Bai, Cocofusions, Supertea, Antioxidant Water, Bubbles, and the now defunct AntiWater and Bai Black.
Led research and directed strategy for ad campaigns, packaging redesigns, and new product innovation. I managed brand health/awareness tracking for all
brands/sub-brand and led media strategy & planning for ~$25MM/year budget.

Strategy lead for MassMutual, Smashburger, US Cellular, and Dept of Defense.

I created two digital marketing courses for MBA and undergraduate students. I developed syllabi
that combined understanding new channels/tactics with core marketing and brand development
principles. Each semester, students worked with local companies to put theory into practice.

As the first brand planner hired in Boston, I built a team and aided in the transformation from tech
consulting to full-service creative agency. I successfully led the strategy for every AOR we pitched,
including Bertucci’s, Carbonite, Hartford Funds, and Webster Bank. My client portfolio included
Ram Trucks, Bai Brands, Hartford Funds, and Webster Bank, with various one-off/project work for
brands such as Luxottica, Staples, Wellington Management, and Analog Devices.

I helped Crest Whitestrips become
the first brand on Facebook, finding new customers, and winning back lapsed ones by combining
their incredible products with new channels/ways of engaging. I helped Aflac recover from a PR
nightmare and use Twitter to find a new voice for their legendary Duck. I also helped Sara Lee reach
moms and their kids in unique ways to drive demand from the top down and the bottom up.