Creative strategist and narrative director. Thinks in themes, headlines, and short films.

Plays well with others.

About Me

Majored in biology and history at NYU. 
Thought I was going to be a doctor. Didn’t become a doctor. 
Worked at a startup. Learned how to make content. 
Worked in publishing. Learned how to be creative. 
Worked for brands. Learned how to bring it in-house.
Worked for myself. Learned how to pull it all together.
Working to understand how AI will shape storytelling, creative, and ourselves.

01

Wealthsimple

02

  • Led a comprehensive brand repositioning, emphasizing brand narrative and visual identity, including tagline, brand guidelines, packaging, website, and content. Developed and trademarked a “Nature-Led” position, highlighting the balance between agriculture and the environment.

    Created the company’s first global brand campaign, “Nature Leads, Flavour Follows,” architecting messaging and creative direction.

    Developed a refreshed content and social strategy and launched an in-house content studio.

    Managed how the brand shows up everywhere—in partnerships, collaborations, events, content, and marketing.

  • Wealthsimple is Canada's largest fintech — $10B valuation, $750M Series E.

    Brought on as senior strategic advisor to lead creative narrative for the organization's highest-impact product launches.

    Sit inside the brand and creative teams, and work directly with product marketing to develop launch concepts and extend them across formats — video, web, editorial, campaign.

    Developing the foundational brand positioning that will guide 2026 launch strategy, translating complex financial product capabilities into narratives that resonate with both power users and mass market audiences.

    Led creative direction and narrative architecture for the comprehensive website redesign, partnering closely with design and UX leadership.

    Concepting and piloting multi-format launch content, including evergreen series and story-driven campaigns.

    Sold through strategic recommendations to the C-suite, influencing decisions on brand direction through clear, insight-driven storytelling

Westholme

  • Founded a boutique consultancy to provide creative strategy and production to companies worldwide.

    Collaborated with an “art” partner—focusing on narrative, brand strategy, campaign development, and content production.

    Notable clients include Row 7, Patreon, Bon Appétit, Bowery Farming, Australian Agriculture Co, Daily Harvest, and Athleta.

    Specific achievements include: Creating Row 7’s first-ever product campaigns, launching new wellness platform AthletaWell, developing Panera branded content series with Molly Baz and Bon Appétit, building a campaign for a new Bowery Farming lettuce type, and producing Westholme’s first content campaign “Resetting The Table.”

Monoculture

03

Sweetgreen

04

  • Defined and maintained the sweetgreen brand strategy, refining creative strategy and brand voice

    Developed strategic content campaigns, highlighted by the Webby-nominated “The Future is Flavor” with Dan Barber + Row 7 Seed Co.

    Refined a new brand narrative emphasizing sourcing and the importance of supporting sustainable, regenerative food systems.

    Built a social media strategy to generate engagement and drive awareness; increased Instagram followers by over 40,000

    Collaborated cross-functionally, especially with culinary and supply chain teams, to produce content that increased credibility and differentiation, exemplified in the original series “Open Source.”

    Executive produced all photo and video shoots; Led the creative team and oversaw all budgets. Reported on channel results, performance, and ROI to senior leadership

    Collaborated with marketing to create partnerships and campaigns to support seasonal product launches, recruiting, new store openings and more.

IBM

05

  • Drove the day-to-day planning and execution of content design and creation for marketing campaigns

    Developed creative strategy for campaigns and Business Unit priorities, including the creation of targeted buyer-centric content journeys, narratives, and corresponding deliverable plans

    Developed a first-of-its-kind interactive experience, The Model Factory, to promote IBM’s Industry 4.0 manufacturing solutions­—a program that exceeded revenue goals by 75%

    Launched an in-house magazine, Industrious, to share industry news and stories about technology in action; co-managed cross-channel editorial (e.g., Medium) and social (@IBMIndustries) properties.

    Led the ideation process to turn data and insights into brand stories.

    Owned content production and develop original content ideas across all channels and formats.

  • Developed branded content and strategy across all content types (video, social, article, event, etc).

    Honed campaign objectives, product branding, and strategy for top accounts and key clients.

    Developed go-to-market strategies for new online verticals, Healthy-ish and Basically. Worked alongisde Chief Revenue Officer to package editorial and digital product offerings into compelling advertising opportunities.

    Led creative development and strategy for The Farm, Bon Appetit and Epicurious’ in-house branded content studio; primary responsibilites include ideation, proposal writing, and creative direction.

    Executive produced branded content campaigns and led development of distribution strategies.

    Mentored colleagues through weekly meetings and brainstorms, including one-on-one sessions to improve proposal development, creative writing, and ideation skills.

Bon Appétit

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Older

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