creative
strategist
strat
S
writer at heart
I help brands find the volume button
“so, what makes you so special?”
…crossed your mind, aye?
Mine too.
The truth is I’m just here to step into the audience’s crocs, docs, or leopard-print cowboy boots.
The more time I spend there…
…the better the work is.
Every business starts the same way: a solution to a need.
And when that solution gets muted—
I help brands find the volume button.
To create that moment people stop, think “oh snap, that’s me”…then download, subscribe, or purchase.
I help your brand earn a moment of people’s most precious currency: time.
And in the toughest era brands have ever faced, that matters more than ever.
brands I’ve helped… so far
big moments. made.
pulling the right triggers for
The question burning a hole through Paramount’s pocket.
The real question:
“WHY DO WE WATCH WHAT WE WATCH?”
When I came aboard comms were anchored to the release calendar.
New show. Big title. What’s hot—99.9% of the time.
That’s a dangerous assumption: novelty drives viewing time.
And when viewing time is revenue on an ad-based platform, that’s not an assumption you can afford.
So we rebuilt it. With the CRM team. Psychology layered into the tech.
Starting with onboarding.
Segmenting users by psychological drivers.
Captured through zero-party data.
Excitement. Discovery. Curiosity.
7000 department stores closed in 2024.
8000 in 2025.
Vinted. Depop. TikTok Shop. Agile app-first platforms creating de-cluttering the retail space top to bottom.
And the brands Macy’s sold? Nike. Adidas. Zara.
They were ramping up their own app game.
So, the bricks-and-mortar model was sinking like Venice, where would Macy’s turn to? App.
More specifically, custom app journeys. Find out here.
“HOW DO WE INCREASE AD REVENUE WITH CUSTOMER COMMS?”
WHEN THE MARKET sinks great BRANDS float
“i’d look fucking great in that”
…that’s the reaction a premium fashion brand should trigger when someone lands on their App Store, right?
But Bloomingdale’s were talking logistics. Speed, delivery, features—in a space built for ultimately one thing—desire.
So, we pulled the creative back to the heart of the brand. And rammed the delivery logistics out of fashion’s lane. Five straight quarters of growth followed. Take a peep.
