ABOUT   CONTACT

Key Capabilities—

STRATEGY 

• Audience Definition, Segmentation, Archetypes 
  & Journey

• Listening Audits

• Engineering & Alignment Workshops

• Key Stakeholder Interviews

• Core Values

• Positioning Plans

• Data-Led Industry
  Insights

• Blue Sky Visioning
  

RESEARCH

• Industry Trend Reports
• Competitive Assessments
• Product Assessments
• Audience Trend Reports
• Brand Immersions
• Opportunity Valuation
• Market Sizing
• Data-Led Concept Validation
• Market Research Briefing 

BEYOND

• Copywriting Background
• Client-Facing Presentation
• Creative Briefs & Facilitation
• White Space Insight
• Deck Development Ace
• Design & Cultural Inspiration
• Strategy Framework Development & Design

01_The Dyrdek Machine
Senior Brand Strategist 
and Researcher

As Senior Brand Strategist and Researcher at the Dyrdek Machine I led the development and execution of strategic research frameworks, leveraging consumer and customer insights, market conditions, and competitor data to inform core strategy and planning. I facilitated leadership in the development of an original, proprietary system for start-to-finish brand building and engineering with an emphasis on core-audience and accelerated scaling.

All work was executed with a heavy focus on tool and framework building from both a strategic and research perspective, including the design, creation and presentation of strategy decks and boards to client executive teams. I live by the belief that strategy and research are only as good as their means of delivery.

02_Ace Hotel & Atelier Ace
Brand Research Copywriter

The keystone of the Brand Research Copywriter position at Ace Hotel was well-researched brand materials, press copy, blog entries and signage. I was also integral for marketing and internal brand studies that served to pinpoint past cultural and design successes, as well as predict those of the future. Strategically managing and guiding the brand’s identity, specifically through the tone used to discuss design and cultural elements was paramount. The role necessitated solid verbalization of obtuse strategic concepts and maintenance of brand guidelines to solidify partnerships, define our consumer-facing ethos and prepare the company for accelerated scaling.

03_Consulting
Brand Strategy & Copy

Periodic consulting for brands (FENDER, SAFE HOUSE USA), galleries (JTT NYC) and cultural publications (‘SUP Magazine) crafting strategic research, identity literature, press releases and editorial content.

04_White Iris Records
Label Director

As Director of LA-based indie label White Iris Records I was responsible for the consummate image, scope and day-to-day function of the company. In my tenure I executed a full redesign of the label’s physical packaging, online positioning and consumer-facing aesthetic, much of which was dependent on the backbone provided by strategy expertise and identity copywriting. The project necessitated extensive content strategy, brand strategy and positioning work with the goal of creating a cogent brand narrative that more clearly explained the role of White Iris Records in the independent label sphere.