5 Signs You Have a Strategy Problem, and How to Fix It.
Free downloadable guide
Why more content isn't growing your brand, and the sequence that will.
A short, direct read on the difference between a content problem and a strategy problem, and the order that actually moves a brand.
How I got here
I've always worked both sides.
My start in marketing was almost accidental: a creative agency, running social media for other brands, an opportunity I didn't see coming. I didn't know the discipline yet. What I had was a mentor who taught me strategic emotional storytelling, and I learned the rest hands-on, through trial and error.
From there, it was media and entertainment, and eventually four years leading marketing in-house for TwinStar Entertainment. I set the strategy and built the campaigns myself, brief through final asset. Four years at TwinStar meant four years inside one brand's story.
What I missed was something I'd first felt at the creative agency: working across brands, and how much sharper and more creative the variety made me. That contrast came into focus: I wanted the work measured by growth, not internal output, and applied across brands, not held inside one company's story. Now founders and brands come to me for exactly that: one person carrying the work from first insight to final asset, producing and editing it myself along the way.
You'll always know where things stand.
What to expect
A weekly check-in: what's done, what's blocked, and what's next.
The plan we agree on at the start is the plan we run.
I'll tell you when an idea isn't right, before the work goes into it.
No surprise calls, and no long stretches of silence.
New work gets named and scoped, never quietly absorbed.
Once the direction is clear I move, and refine as I go.
One place that holds the work, the milestones, and the decisions.
Scope sized to what the work needs, not padded to prove anything.
No manufactured urgency. Good decisions get the time they need.
Proof
The engagements my services are built on.
Content Systems + Infrastructure
WeVillage
The full brand and growth foundation for a premium early-education brand: ten competing taglines resolved to one North Star, a fragmented site rebuilt into a 14-page architecture, and nearly 2,000 unmanaged contacts unified into one CRM with automated nurture.
Strategy & Systems
Solid
Ran the strategic diagnosis before any content shipped: the Pain × Persona × Awareness matrix that became the engagement's asset, and the source of 14+ messaging angles.
FRACTIONAL CREATIVE & GROWTH PARTNER
Dynamic Wax
A PFAS-free ski brand's California wholesale channel, built from zero and still running into the 2026/27 season. A 70-shop retail universe scored across four regions, an 11-competitor benchmark verified shop by shop, and a test run of 24 field touchpoints that proved the model before rollout. Boots on the mountain, not just a deck.
In-house brand leadership
TwinStar Entertainment
Four years as Director of Media Marketing for a film and television company, building the brand ecosystem, the marketing infrastructure, and the investor-facing pitch materials behind an original slate. Strategy set and executed without a handoff, campaign to campaign.
Certified in Creative Strategy through Motion, and in applied AI systems through Anthropic's Claude training track.