Senior brand & customer strategy leader · New York
Moments that matter.
Experiences with meaning.
Loyalty that lasts.
I find the opportunity beneath the brief, connect what’s been treated separately, make the case for what should happen next, and build it with the people who have to make it real.
The work has spanned brand, partnerships, digital and social, loyalty and customer experience. The disciplines change. The through-line doesn’t.
Where I’ve worked
Selected work
Fidelity Investments: Brand & Customer Strategy
Making the case for where Fidelity’s next investors already were.
The business case, audience strategy and compliance path behind Fidelity’s first Instagram, and the same playbook applied to Reddit, Pinterest and Spotify.
Marriott International: Global Brand Partnerships
Turning signed partnerships into programs every hotel could deliver.
A 16+ partnership portfolio, from global tentpoles to brand collaborations: rights and renewal, integrated activation, and the toolkit built so hundreds of properties could deliver the same experience.
Sheraton × Reese’s Book Club: Brand Partnership Strategy
A renewal should buy more than another year.
Sheraton promises a place to gather. I made the case to renew the partnership on that promise and drafted the program to carry it into hotels.
Capital One × NCAA: March Madness
Full-court press, in real time.
An integrated TV, social, digital, talent and on-site campaign, and the real-time engagement layer that turned three weeks of March Madness into one conversation with a 4M+ audience.
Marriott Bonvoy: Customer-Engagement Ecosystem Overhaul
From a tool request to an engagement ecosystem.
A brief to “optimize” Marriott Bonvoy’s Sprinklr set-up became Project Astria: eight capabilities rebuilt as one ecosystem, designed with the teams who had to run it.
Marriott International: Crisis Communications
What a brand says in a crisis starts with what it stops.
Hurricane Irma and the Napa Valley fires: what to pause, what to tell worried families, and how to say “open for business” without sounding tone-deaf.
McorpCX: Oncology Experience Architecture
One diagnosis. Three journeys.
One oncology launch, experienced by patients, care partners and clinicians. Research became personas, journey architecture and an experience-measurement model designed for all three.