I had zero industry experience when I was recruited as a Senior Planner by then-hotshop Crispin Porter + Bogusky in 2006. What I did have: a PhD in anthropology from the University of Chicago and a fascination with consumer culture. Crispin wanted social scientists who could uncover tension points in culture that create opportunities for brands.
In 2007 I moved from Miami to the agency’s new headquarters in Boulder and worked on everything from fast food to financial services. My specialty was reinvigorating iconic brands like American Express, Kraft Mac & Cheese and Fruit of the Loom. That work and others were recognized with Effies, Cannes Lions, Jay Chiat Awards, Clios and D&AD. For my efforts on Kraft Mac & Cheese, I was named Ad Age’s Strategist of the Year.
After 12 years at Crispin, I set out on my own, advising startups and partnering with independent agencies on confidential projects, primarily with smaller, premium beauty and wellness brands.
In 2020, Leo Burnett hired me as EVP Strategy Director to lead the Molson Coors account. After 8 months I was promoted to EVP Head of Planning, overseeing 40+ creative strategists, comms planners and data strategists. As Head of Planning, I revamped the agency’s proprietary strategy approach and introduced it to 80+ offices in the Leo Burnett global network. My client focus was the Campbell’s portfolio and Beam Suntory bourbons, with oversight of the entire roster, including Samsung, United Healthcare, Bank of America, Kellogg’s, ALDI, Serta, Bridgestone/Firestone, Wingstop, Visionworks, Change the Ref and Art Institute of Chicago. As a result of a renewed focus on creative effectiveness, our number of Effie award finalists increased 375%.
In 2023 I launched an independent consultancy so I could get closer to the work itself: hands-on strategy, working directly with decision-makers. Clients and agency partners have come mostly from referrals.
Some highlights: Repositioned De’Longhi’s coffee portfolio to defend its category leadership against a wave of newer entrants; helped Laguna Seca pinpoint what sets its storied raceway apart as it welcomes a new generation of motorsports fans; brought in by Oddball’s founder to reposition the brand, define its growth audience and win shelf space at Target; and led creative strategy for SeatGeek, helping them challenge the entrenched incumbents.
For some projects, it’s just me. For others, I dip into a talented pool of former colleagues and favorite collaborators — creative directors, researchers, designers. Either way, clients get senior-level thinking from start to finish.
