Hey, I am JB.
Working across culture, media, and business to help organizations navigate change and grow.
I help organizations make sense of change and turn it into direction their teams can act on — reading shifts in culture, media, and consumer behavior before they show up in the numbers.
My work focuses on how brands evolve in response to shifting expectations, changing media environments, and competitive dynamics. 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, 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 confident decisions.
Currently, Senior Vice President, Innovation & Strategy at Publicis Media, leading cross-functional teams across the agency's global network.
Currently,
I'm brought in to solve media, marketing and brand challenges for Fortune 500 clients — shaping growth strategies, go-to-market plans, and strategic priorities across global markets. Beyond client work, I lead new business efforts, provide executive advisory, and build capability across strategy, media, and creative teams. Increasingly, that includes helping teams use AI to strengthen judgment and decision-making — not replace it.