RESUME

Strategist meets media buyer: a creative brain, a research habit, and an endless scroll of saved trends.

 

I’m a strategy and insights professional who turns consumer behavior, cultural signals, and performance data into clear recommendations for brands and creative teams.

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Currently, I lead paid social strategy for H&M at Zenith/Publicis, developing multichannel plans, analyzing audience and creative performance, and identifying opportunities across TikTok, Pinterest, Meta, and emerging commerce environments. I’m especially interested in the space where research, culture, content, and measurable behavior come together.

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But my roots are in brand strategy (hi, AdLab SVP days!!)/ At Boston University AdLab, I led a 30 person strategy department, lead teams of VPs and Directors, drafted creative briefs, uncovered tensions, and turned insights into bold, culture-first ideas for clients like WHOOP, Under Armour, and Mattel.​

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Whether I’m deep in a deck, researching trends, synthesizing audience findings, building a strategic narrative, writing a brief, or tweaking audience segments, I bring a mix of curiosity, analytical rigor, creative instinct + performance know-how. If it lives online or in culture, I’ve probably already spotted the trend, saved the sound, and brainstormed a campaign around it.

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Check out my resume below: