I started as a creative, building brands through product, design, and storytelling. But building my own company taught me quickly that brand can’t carry a business by itself. Strategy matters. Structure matters. The way a company actually runs matters.

I’ve built a company from zero, stepped into brands that had lost their edge, and worked inside institutions trying to align big vision with day to day reality. Over time, my work has shifted from building brands to shaping the strategy behind them, clarifying positioning, simplifying complexity, and helping organizations focus on what actually moves them forward.

At the core, I care about building companies that are not only compelling, but grounded in clear strategy and strong foundations.