I am a

Designing Brand Strategy and Consumer Marketing initiatives That Challenge Convention, Create Connection, and Change Minds

My Expertise

Visioning

Here, we co-create the foundation for brand, program, or product marketing with an approach that finds new market opportunities and solves consumer concerns.

Looks Like....

- brand positioning - brand strategy - customer research - customer-centric messaging - brand language - brand essence - art direction - creative direction - consumer insights - team development - persona development - trend and competitor analysis

Strategy

The role of brand strategy is to take concept into reality—to create an actionable plan that builds on existing content, ideas, and perspectives to make the future we envision a concrete reality.

Looks Like....

brand strategy - content marketing strategy - user experience strategy information design - information architecture - digital strategy - messaging design - digital product roadmapping - cross-channel communication plans - content calendars; integrated marketing plans - pitch decks - initiative incubation

Connection

How you grow, evolve, and connect….that will make all the difference in your story.
Ask yourself: what story will you write?

Looks Like....

- new digital channels - new conversations and bridges to dialogue - process digitization - lowering operational costs - enhancing customer experience - business transformation - intersectional lens to consumer research - consumer-driven product development - dashboard and metrics - agile-driven innovation

How I see the world

My Approach

I underpin all my brand strategy and creative direction work with the psychology of change because the best marketing doesn’t just move hearts and minds—it also inspires action. Combining logic-based tactics with psychology-driven levers, my work empowers consumers to own their journey—and for brands to make a lasting difference.

This empathy-driven approach didn’t appear from nowhere, though. Since graduating from corporate life in 2014, I have chased snow, rock, and surf adventure as a means to drive not only my personal growth, but also to better understand the dynamics and touchpoints of origin, identity, and community—all of which shows up in my work with clients.

I am a fully bilingual (sometimes trilingual) ENFJ with more than 10 years of experience in brand marketing, content strategy, user experience, international travel. I live to create better experiences and connections.

Renew

Spend the time to find out how visceral experiences enrich my own life. Here, jumping for joy at the Lobería Cobquecura in Ñuble, Chile (Region VIII). Photo by Meg Waite.

Recharge

The mountains have my heart, but the ocean owns my soul. Here, a fun day at La Punta de Zicatela, in Oaxaca, Mexico.

That moment you realize there is a much easier way up (and the unprotected 15' are a piece of cake). Leading pitch 2 on Castleton Tower’s North Chimney route (📍Ute lands). Photo by Kaya Lindsay.

Support

Community is everything. Here, the Access Fund 2017 Annual Climber's Summit in Oakland, CA

Believe

Splitboarding in the Sierra Nevada on a bluebird pow day.

The Times, They are a-Changin’

Why Brand Innovation?

Create Belonging

If community is the container where we experience belonging, then we—as leaders, marketers, creatives, and branding experts—must ask ourselves exactly what traits will define our parameters for community.

Today, community is the same as customers, and thinking about what your brand experience, voice, and even product itself all together create a welcoming environment that invites potential customers to be a part of the party. In short? Community affects your bottom line.

Show Me How

Uphold Bravery

Bold, groundbreaking, customer-centric marketing doesn’t just happen. We must challenge the status quo to build new consumer connections—and take an innovative approach that requires bravery, consensus, and leadership.

Sometimes, bravery is just doing one thing differently than before.

Let's Do This

Acknowledge Value in Difference

Consumer demographics are changing. The USA will be a "plurality nation" soon, and minorities will be the majority by 2044. Millennials—currently 30% of the US population but also 44% minority—will command the largest proportion of US discretionary income in 5 years.

I challenge you: how have you integrated unique beliefs, backgrounds, talents, capabilities, and ways of living into your target audiences, customer research, and consumer demographic information? Now, challenge yourself: what is your brand doing to evolve with the times?

Help Us Evolve

Make Cool Shit Happen

Brand innovation isn't just about making new consumer connections; it's also about building new bridges to dialogue, creating consumer-relevant cross-channel content initiatives, and evolving brand experiences to meet your customers' needs.

Are you ready?

Let's Do This

Why Take This Path?

Incorporating life’s experiences to benefit career and client

Since becoming a “corporate graduate” in 2014, I’ve embarked on a journey to explore, grow, and adventure in ways I never previously thought possible.

With Not Lost, Just Discovering, I explore topics of identity, adventure travel, and conscious consumerism all in the name of rewriting my narrative as I own my journey.

To me, brand marketing excellence, adventure travel, and personal development are not mutually exclusive concepts. Instead, I believe that they are complimentary passions that all inform how I tell a better story and craft a better approach.

Want to learn more? Dig into the journey and professional background below (spoiler alert: you can even download a resume!)