Give the promise a path.

I do my best work where strategy meets execution. Writing briefs, developing positioning, and planning launches are the tools that help teams get clear and move forward. I enjoy working through uncertainty, whether I’m leading a cross-functional group or advising an executive team. Bringing people together, finding new opportunities, and making decisions that improve both the customer experience and the business is what I find most meaningful. My style is hands-on and collaborative, based on clear thinking and a focus on real progress.

How I work across teams and disciplines.

I start with people, their needs, motivations, and what matters most to them. From there, I connect audience research, market realities, and stakeholder perspectives to clarify who we serve and why it matters. This foundation lets teams move forward with clear, testable assumptions as we work toward product–market fit.

At AAA Life, I led research and positioning for ExpressTerm, a direct-to-consumer insurance product. I shaped the product’s strategy, naming, messaging, user experience, and launch plan. We used personas and competitive analysis to map the purchase journey, focusing on what customers needed to know and trust before they applied. This led to a clear proposition and communications platform that gave teams a shared foundation for decisions and kept the customer experience at the center throughout the process.

Advertising strategy and integrated campaign planning

At Edelman, I brought together brand and communications strategy with digital engagement. For NFHS’s My Reason Why, I led creative and content strategy, grounding the campaign in real student stories. This approach helped the idea grow from a national launch to local adoption, with schools using coordinated communications, web, and social content. The platform gave partners something practical to use, while staying cohesive at every level.

For Lilly’s Check In + Check Up, I used research on the daily pressures women caregivers face to create a campaign that connected emotional check-ins with practical health actions. Lilly tested this approach in a focused program, combining insight, messaging, content planning, and experience strategy to build something truly supportive.

In both cases, I built creative briefs and campaign platforms that gave every channel, from digital to local events, a clear role. I made sure creative, content, experience, and client teams worked from a single strategic idea so every touchpoint felt connected.

B2B go-to-market planning and sales enablement

For ASSA ABLOY, I led executive-level creative, content, and planning for a B2B transformation pitch focused on connected access. The challenge was clear: diverse buying groups, complex channels, and long sales cycles. We brought customers and internal teams together to build a strategy that linked corporate reputation to product demand.

Our plan combined segmentation, intent data, vertical content, CRM, marketing automation, and sales enablement to help buyers move from consideration to decision. The pitch included a 120-day roadmap for research, platform development, content, media, measurement, and sales integration, followed by launch planning. The proposal was chosen, leading to an initial scope of work and a commercialization plan.

This work shows how I connect audience insight, product story, go-to-market paths, channel roles, and measurement. I create plans that marketing, sales, and product teams can rally around.

Connecting the market promise to the product experience

With Rocket Auto, I led product and engagement strategy with executive, engineering, and operations teams. We mapped the customer journey from search to financing and delivery, integrating digital tools, data, and human service to clarify where our promise relied on product capabilities and operational choices.

For Novant Health Now, I combined platform strategy, naming, messaging, UX architecture, journey flows, and delivery planning to make access to care more intuitive. We mapped how users would find services, weigh their options, and move forward to care. This supported a major launch and helped shape the future product and CMS roadmap.

In both cases, customer experience and service design shaped the launch strategy. Mapping the journey clarified what content, navigation, behaviors, and service handoffs were needed to deliver on the promise we made to the market.

Portfolio, lifecycle, and strategic leadership

At Rocket, I directed product and engagement strategy for mortgage and financial products, mapping each stage of the customer relationship to the value, questions, and signals that mattered. My work connected onsite experience, messaging, nurture, education, and service handoffs, with KPI targets and learning plans guiding ongoing improvement.

Earlier, at Enlighten, I founded the Content Strategy practice, building systems that brought together web, CRM, mobile, digital media, and analytics. At Edelman, I worked as senior client counsel, leading workshops and pitches, and turning business and communications priorities into actionable briefs and launch strategies.

Whether I am hands-on or leading multidisciplinary teams, I develop and present strategic recommendations and coordinate cross-functional collaboration. My goal is always to make sure every partner’s contribution moves the work forward and aligns with our direction.