Before moving into strategy, I spent years as a producer, where I learned what it takes to bring an idea to life after the brief is written: the timelines, the people, the pressure, the tradeoffs, and the details that decide whether something actually works. That background shapes how I think strategically. I’m naturally drawn to the “why” behind the work, but I’m just as focused on making that thinking clear, useful, and actionable. I take research, audience insights, and business challenges and turn them into a story people can understand, align around, and act on.