Strategic brand and product envisioning for organizations navigating change.

As an empathetic brand leader with expertise in design and strategy, I specialize in connecting disparate dots — uncovering insights and ideas that build clear, strategic foundations for new-to-world brand and product expressions.

Jocko Fuel

Redefined the front-of-pack brand hierarchy and established a set of scalable design principles that strengthened brand recognition across the portfolio.

—Portfolio Architecture
—Design Strategy
—Packaging Design

Maple Hill

Repositioned the brand around the belief that when we care for nature, nature cares for us, driving a full packaging redesign and refreshed brand world, which increased purchase intent by more than 50%, contributed to unprecedented yogurt out-of-stocks, and helped strengthen the brand ahead of its acquisition by Horizon Organic 18 months later.

—Qualitative Research
—Brand Strategy
—Design Strategy
—Packaging Design Strategy
—Web Experience Strategy

Laura Chenel

Developed a modern positioning around “making your mark through culinary excellence,” honoring the brand’s artisanal roots while making the it more relevant and inspiring for today’s consumers.

—Qualitative Research
—Brand Strategy

Modern Kitchen

Following the success of Brave Robot, we expanded the platform with Modern Kitchen—a more approachable, everyday brand designed to bring the benefits of precision-fermented dairy into the cream cheese category. Positioned around superior taste and texture without the environmental impact of traditional dairy, the brand quickly secured national distribution and emerged as a credible challenger to both plant-based alternatives and legacy dairy brands alike.

—Qualitative Research
—Innovation Strategy
—Brand Positioning
—Brand Strategy
—Design Strategy
—Flavor Strategy

Brave Robot

Rather than downplaying Perfect Day’s new, animal-free, whey protein technology, we built a bold, future-facing brand proposition centered on the promise of food innovation. In just four months, we launched Brave Robot, which became the fastest-growing brand in the alternative ice cream category, selling more than one million pints in its first year.

—Qualitative Research
—Innovation Strategy
—Brand Positioning
—Brand Strategy
—Design Strategy
—Flavor Strategy

Trip Advisor

Following years of acquisitions and consolidation, Tripadvisor needed to refresh its masterbrand positioning and clarify its role in an increasingly crowded travel landscape. I helped reposition the brand around the insight that travelers don’t simply trust aggregate ratings—they trust perspectives from people they relate to. This led to a more human-centered brand platform built on the belief that the best tour guides are people like you who have already been there before, helping reframe Tripadvisor from a database of reviews into a trusted companion for more personal, confident travel decisions.

—Qualitative Research
—Brand Platform
—Brand Strategy

NY Life

With interest in life insurance continuing to decline, I led ethnographic research for New York Life to uncover how the brand could build deeper relationships with families—not just policy owners. The work revealed a broader opportunity rooted in modern families’ evolving needs around defining values, building character, and sharing legacy, leading to the development of new service concepts designed to extend the company’s role beyond end-of-life planning into the everyday fabric of family life.

—Qualitative Research
—Innovation Strategy
—Experience Strategy
—Concept Development

Verizon

As competition intensified in the wireless category, I helped Verizon and the team rethink the digital experience for both prospective and existing customers. Through a combination of consumer research, stakeholder interviews, and frontline immersion with sales and call-center teams, we uncovered critical disconnects between customer expectations and the online experience—from confusing language systems to friction-filled switching journeys. These insights helped shape a more intuitive, service-oriented digital strategy focused on guiding and helping consumers, rather than simply selling to them.

—Qualitative Research
—Innovation Strategy
—Experience Strategy
—Concept Development

Lay’s

After decades of regional product expansion, the Lay’s portfolio had become fragmented across markets and innovation platforms. Working with PepsiCo’s global snacks team, I helped develop a global innovation architecture that organized the brand around five core “Enjoyment Modes,” creating a clearer masterbrand strategy while still enabling flexible product innovation. The framework guided global product development and informed portfolio packaging design, helping unify the brand experience across markets without limiting future growth opportunities.

—Qualitative Research
—Innovation Strategy
—Brand Positioning

Nanit

I helped develop the foundational brand platform that guided the company’s visual identity and market launch. The work helped define how the brand could balance advanced technology with emotional reassurance for modern parents, creating a positioning system and brand narrative that translated a complex connected product into a more human, intuitive, and trusted parenting experience around the idea “see more.”

—Brand Strategy

Chobani Hint

At Chobani, I helped conceive and define a new way to frame better-for-you yogurt through the launch of Chobani Hint—a lightly flavored Greek yogurt with just a hint of sweetness. Rather than positioning the product around restriction or low calories, we reframed the conversation around lower sugar and more natural, restrained flavor, helping shift the category toward a more modern definition of healthy eating. The platform launched successfully, expanded the brand’s relevance with health-conscious consumers, and continues to serve as a sustained part of Chobani’s portfolio more than 15 years later.

—Innovation Strategy
—Product Positioning
—Qualitative Research
—Concept Design

Chobani Flip

At Chobani, I was part of the small innovation team behind Chobani Flip, a platform that helped redefine the modern yogurt category by shifting Greek yogurt from a functional breakfast product into a more craveable, snack-oriented experience. The launch became a breakout commercial success, surpassing $100M in year-one revenue and growing into a long-term growth engine for the business.

—Innovation Strategy
—Product Positioning
—Qualitative Research
—Concept Design

Gatorade
G-Series

At a time when the Gatorade business had experienced years of decline, I helped define the G Series platform—a strategic repositioning that reframed the portfolio around the full athletic journey: before, during, and after the moment of sweat. By evolving Gatorade from a single sports drink into a more holistic sports nutrition system, the initiative reinforced the brand’s leadership in performance hydration and helped drive an immediate reversal in business performance following launch.

—Portfolio Framework
—Brand Architecture
—Innovation Strategy

I approach challenges from multiple perspectives.

Internally, or externally, I lead teams and organizations through conceiving and realizing new platforms and strategies that ensure growth and expansion.

I appreciate creative collaboration and rigor, the realities of a business and the humanity required to create meaningful impact within and outside of organizations.

  • I surface needs, desires and pain points from people who consume products and align their values to brands.

  • I create the definitions, guardrails and foundations that come to life as comprehensive brand, product and portfolio platforms .

  • I can operate the team and help develop the templates, the processes and the messages that ensure consistent impact.