I’m a brand strategist, creative business partner and problem solving enthusiast happily taking on project based initiatives.

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I am a seasoned, insight-driven strategist now taking on insights & innovation projects and soulful brand storytelling assignments, based in San Francisco.

I’m a classically trained having spent 15 years working for three of the largest global advertising groups at agencies including WPP's Ogilvy & Mather, Publicis' Hal Riney and Omnicom's DDB SF. I’ve worked at specialty boutique shops, including Media Arts Lab, NYCA and Venables Bell + Partners.

I founded The Strategy Shop in 2020 to focus my work on leading companies through soul searching journeys to pinpoint why they exist and what legacy they want to ultimately leave in the world.

The Strategy Shop is designed by and for fellow strategic thinkers and problem solvers to shop around for ad hoc strategic support and efficiently check out with all their strategy needs met.

• I love reimagining how work works into my life and is aligned with my values.

• I love collaborating with fellow independent strategists, as we grow our businesses alongside each other. I founded The Brand Strategy Collective to bring best minds in the business together in never seen before ways.

• I love partnering directly with brand leaders who have a meaningful story to share with the world.

I believe the foundation of a good strategy starts with capturing a brand’s heart and soul. My sharp, critical thinking coupled with her dynamic leadership has made her well equipped to simplify complex business problems, defy category “rules,” and harness the timeless power of storytelling for a wide range of iconic brands from Apple, adidas, Dove, 3M, Nexcare, Post-It, Stanford Medicine, Suave, T-Mobile, Qualcomm to launching start-up brands like Moonshot, the first climate friendly cracker.

I am proud to have led integrated strategic planning for Energy Upgrade California, a statewide initiative to motivate Californians to be more energy efficient. I also have experience partnering with start-ups facilitating Hackathon workshops to pinpoint why companies exist and what legacy they want to ultimately leave in the world. For example, I worked with Stanford Health Care, to develop a strategic positioning and communications architecture to put their ingenious doctors at the center of every story told. I have also collaborated with strategists in China to develop and execute global strategies for the mobile technology innovator, Qualcomm. I have also overseen creative strategy for a handful of ConAgra brands, including Slim Jim, bringing a fresh energy to how traditional CPG brands go-to-market, create compelling content and meaningfully connect with shoppers. At Venables Bell + Partners, I repositioned iconic 3M consumer brands and imbued them with cultural relevancy as well as established salient Renaissance Hotels and Westin Hotels creative campaigns.

Outside my “day job” I enjoys channeling my strategic expertise to teach graduate qualitative research classes, partner with start-up brands, and pour my energy into my daughters’ schools serving as Room Parent, Parent Council VP and more.

Services & Packages

Full Service Brand Strategy & Positioning

• Reconnect with your roots to help uncover why a brand or organization exists in the world and how best to articulate that story to key audiences.

• Unlock growth opportunities by identifying and triangulating relevant cultural, human and category truths.

• Translate strategic theory into actionable insight to inspire how brands meaningfully connect with people and become culturally relevant in the world. 

Brand Start-Up Kits

• Develop strategic partnerships in collaboration with (and often immersed in) ambitious companies out to disrupt the status quo.

• Guide early development start-ups along a brand identity discovery journey to pinpoint and articulate their ultimate mission.

• Develop a strategic toolkit to serve as a company's "North Star" serving as its brand guide along the start-up odyssey. 

Brand Stewardship & Design Thinking

• Host Hackathons (i.e. fast paced ideation sessions) to bring strategies to life across channels (e.g., video to social to experiential) and contexts (e.g., branding, extensions, product development).

• Lead integrated agency strategic councils to ensure strategic alignment across every consumer touchpoint. 

• Sell in creative ideas with convincing and energizing strategy presentations that gets "buy in" from partners, clients, and investors.

Fieldwork & Moderating

• Develop a custom research approach unearthing insight from the "inside out" and "outside in."

• Get out in the world to develop deep empathy and learn from people “in the wild:” stakeholder interviews, focus groups, in-home/in-business ethnographic interviews, etc. 

• Interpret insights to identify innovative product and communications ideas.

  Qualitative Research experience includes: In-homes and In-business ethnographic interviews, Mommy Meet-Up Intercepts, Shop Alongs, Tech Influencer Focus Groups, Primary Care Physician In-Depth Interviews, Student and Faculty University Interviews, Blue Collar Consumer Immersions, Online Panels, to name a few.
  
  Quantitative Research experience includes: Brand Tracking, Max Diff Analysis, Segmentation, Positioning Testing, Key Message Validation, Creative Testing (in all formats), to name a few.