About me

I am a brand strategist from The Land of 10,000 Lakes, living in New York City.

I currently serve as a freelance Lead Strategist or Strategy Director for global brand and design agencies, delivering distinctive brand and campaign strategies for category-defining companies like Apple TV, Major League Soccer, Xbox, Warner Music, Greenhouse, and more. 

I also work directly with creative brands, those who are experimenting at the forefront of culture and technology. An advantage, like a superior product or team, is squandered without a strategy. I help growing teams craft a distinct brand strategy that provides internal clarity and drives efficiency. Brand strategy acts as the filter through which all of a business’s decisions are made. It also motivates an audience to come along for the ride. 

In my eleven-year marketing career, I’ve worked full-time and freelance for agencies big and small. Beginning with a focus on performance marketing and customer acquisition, then progressing to product and innovation strategy, I’ve guided marketing strategies that have touched all stages of the customer lifecycle. 

I learned that many of the common challenges that brands face can be connected to a need for clarity in the vision and purpose that define them as a company. So, I set out to be an expert in brand strategy. 

Along the way, I created two companies of my own: a tech startup and a coffee company. I learned the power of brand storytelling to make an emotional connection with an audience. With my own money on the line, I learned how to make every penny count, a mindset I bring to every project today regardless of how big the brand or budget. I also learned humility. Running a business is damn hard work. 

Before all of this, I worked many jobs. I managed a financial sales team for Edward Jones. I lived abroad for four years, teaching English in Spain and Argentina. I was a substitute teacher in Minneapolis Public Schools. I hung siding for a week until I was asked to get on three-story scaffolding. I was a delivery rider for Jimmy Johns, and an assistant manager and lifeguard of a community pool. A local hardware store served as a playground where I tinkered with the tools and machines that propelled ‘90s American suburban life. Along the way, I learned many skills. Nothing ever went to waste. 

If you invite me on your journey, I will share many things you won’t find with other freelancers. By taking on this mantle, I commit to serving as a knowledgeable and trustworthy guide in matters of brand building and business strategy. And you can have confidence that I’ve done my homework, uncovering the authentic truth of your story and customers while penetrating through the fog and phoniness that plagues most marketing.

Over the years, I’ve been fortunate to work with committed clients and collaborators. Many are passionate, creative professionals conducting their business for the right reasons.

So this is where you come into the story. I’ve been happy to bring value to the lives and work of my clientele. I invite you to be one of them.