I’ve always believed that good writing is good strategy, and vice versa. Whether I’m building a content ecosystem, editing a news article, collaborating on a thought leadership column or crafting a brand manifesto or blog, my goal is the same: to help people feel something real about a brand or idea.

I’ve spent my career at the intersection of storytelling and strategy, working across industries that thrive on both creativity and credibility, including cannabis, travel, the outdoors, and tech. I’ve helped emerging brands find their voice, guided established organizations through brand extensions and evolutions, and built campaigns that connect unexpected dots between industries and zeitgeists.

My background spans journalism, brand management, and marketing strategy, which means I bring a holistic view to every project. I think in headlines and KPIs, voice guidelines and campaign arcs. I can toggle between the big picture and a tight line edit without losing sight of the audience in between.

Colleagues describe me as a creative generalist with heart, a writer who can see the strategy, and a strategist who can write. I describe myself as someone who loves the craft and the challenge of making language work harder, think deeper, and mean more.

When I’m not immersed in copy or campaigns, you’ll probably find me with my nose in a book, exploring in a new city on foot, or at a local coffee shop talking to the neighbors.