I work in strategy and innovation, connecting consumer behavior, cultural insight, and strategic thinking to help brands navigate change with clarity and relevance.

My work focuses on how brands evolve in response to shifting expectations, changing media environments, and emerging platform behaviors. I translate these shifts into strategic direction that informs real decisions, not just frameworks. My perspective centers on building long-term brand value and approaches that scale across markets and teams.

Today, my work spans brand strategy and brand innovation across luxury, beauty, fashion, CPG, health, and technology. I focus on defining opportunity spaces, aligning strategic priorities, and helping organizations adapt as markets, media, and consumer expectations continue to evolve.

Strategy grounded in culture, built for what’s next.

Currently, at Publicis Media as SVP, Innovation & Strategy working across global brands and categories.

Currently,

• Advising global organizations across luxury, beauty, fashion, CPG, health, and technology on market positioning, audience resonance, and experience design.

• Guiding teams and clients through generational shifts—from Gen Z and emerging consumers to evolving millennial and Gen X behaviors—shaping how loyalty, trust, and engagement are built over time.

• Designing and governing next-generation insight and planning systems, including agentic and AI-enabled platforms that expand how strategy, media, and creative teams access, interpret, and apply intelligence.

• Translating shifts in platform architecture, social dynamics, and content formats into strategic guidance for brand participation, real-time engagement, and cultural relevance around major moments such as the Super Bowl, FIFA World Cup, and Olympic Games.

• Evaluating and activating emerging opportunity spaces—including AI-driven search, smart glasses, spatial interfaces, and creator-driven commerce—to define how brands participate in next-generation media environments.

• Leading and mentoring cross-disciplinary teams while fostering a culture of rigor, curiosity, and accountability that strengthens both individual performance and organizational capability.