I am a creative leader who specializes in crafting communications that enable brands to connect with their audience through powerful storytelling. I’ve blended my experience in tech (Apple), entertainment (DreamWorks), lifestyle (Sonos), and philanthropy (Robert Wood Johnson Foundation, Folger Shakespeare Library) to hone a unique approach to brand building, one that’s rooted in emotional connection.
During my six years at Apple, I sharpened my ability to craft communication that’s clear and direct, as well as elegant and inspirational. While working for agencies, I’ve had the opportunity to write for a broad range of organizations — from NASA to an offshore oil rig cleaning service to RuPaul’s Drag Race — so I know how to adjust my writing for diverse audiences. And ultimately, brand communication must be able to capture and keep people’s attention. At DreamWorks, while writing and presenting pitches for in-development films, I developed a clear understanding of how to quickly engage an audience and keep them entertained.
With consumers exposed to an increasing number of ads (while simultaneously becoming more distrustful of them), a brand’s communication must include content that is thoughtful, genuine, and human if it’s to break through and connect. And as humans, we respond to stories. Stories are how we understand ourselves, relate to each other, and make sense of the world around us. When done authentically, a brand can use stories to connect with its audience in a way that deepens the relationship beyond a single transaction. Every brand has multiple stories to tell. I thrive on uncovering those stories and finding the best way to tell them.
Figuring out the most effective way to tell stories is the fun part for me. While my approach to this varies widely based on the brand and communication objectives, the foundation stays the same — craft the story from the mindset of the consumer. What are their values? What do they care about? Why would they want to read this story and what would motivate them to act? To answers to these questions, I listen. I believe that careful, attentive listening is as important and integral to success as the communication itself.
Partnerships have been a central component of my career from the beginning. While at Apple, I built successful campaigns with Nike, Starbucks, Disney, and Live Nation, as well as with film studios, TV networks, magazines, and charities. I relish the opportunity to bring two brands together, identify a common goal, work through challenges, and then deliver a final product that enhances both brands’ reputation — all while ensuring everyone feels valued and enjoys doing the work together.
I am continuously inspired and motivated by collaboration with colleagues, mentors, and partners. For me, developing strong relationships along the way makes the work fulfilling and meaningful. At the same time, it’s those emotional connections that provide the framework I draw from in order to forge a connection between a brand and its audience. Because ultimately, a brand is just made up of people. And we are all looking to connect.
