I’m a San Francisco based creative strategist driving impact for brands through integrated digital marketing. My background in architecture and photography—coupled with my marketing experience at major direct-to-consumer brands—grounds my approach to marketing work with a deep understanding of solving problems for the end user and maintaining aesthetic sensibility.
Before starting my career in marketing I studied landscape architecture at U.C. Berkeley's College of Environmental Design. My design education taught me the importance of beginning with a keen understanding of the end user—their needs, values, and goals—then coming up with solutions to their pain points.
Business solutions should operate the same, and marketing is no exception. I begin with a solid understanding the problem we are trying to solve, get clear about who we are trying to reach, then use a combination of creative intuition and rational left-brained insights to carve out a strategic path forward that connects the dots between business objectives and customer needs.
Much like any design process, good marketing relies on testing, and iteration— allowing for flexibility to adjust course as needed.
Outside of work I tend to get deeply curious about a constantly expanding range of topics.
My many "rabbit holes" of interests have taught me about the fragrance industry, and how luxury perfumes are crafted molecule by molecule; about ikebana, a style of Japanese flower arrangement; about the symbol systems of the Tarot, and how Jungian psychology offers us a lens to understand the cards as mirrors into our psyche.
More recently I'm learning how to play poker, rereading A Game of Thrones, and cooking my way through Samin Nosrat's incredible recipes.
Though they might seem unrelated, I find each new area of interest gives me a novel way to see all the others. I can think of perfume when arranging flowers—not for the smell, but for how to compose spatially with contrast in color, texture, mass, and volume. The same thinking can be applied to marketing strategy. How can we—like a perfumer— create contrasts and balance within the campaigns we compose to elicit different feelings in our audiences?
Seeing one thing through the lens of another—these are the ways I enjoy exploring.
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