Brand & Strategy Lead
I help brands find their edge — through sharp strategy, intentional design, and storytelling that actually moves people. Currently leading growth at Primitive.
I'm a brand strategist and creative lead with a decade of experience building identities that last. My background spans agency and in-house roles — which means I know how to move fast without cutting corners, and how to hold a brand's vision steady even as tactics shift.
At Primitive, I lead the charge on brand positioning, go-to-market strategy, and the kind of content that earns attention rather than buying it. I believe the best brands aren't just seen — they're felt.
Outside of work you'll find me obsessing over typography, reading about systems thinking, or somewhere outdoors with a bad cup of coffee.
A focused set of disciplines — all connected by a single throughline: making brands mean something to the people they serve.
Positioning, messaging architecture, and competitive differentiation that gives your brand a reason to exist in the market.
Visual language, tone of voice, and campaign concepting that translate strategy into something people actually want to look at.
Full-funnel strategy that connects brand equity to pipeline — from awareness to conversion, with clear attribution along the way.
Organic content strategies built to earn authority — editorial frameworks, keyword architecture, and distribution built for longevity.
Data that tells a story. Dashboards and reporting frameworks that translate numbers into decisions leadership can act on.
Building creative teams, managing external partners, and creating a culture where good work is expected — and celebrated.
Led end-to-end rebrand for a Series A company — new positioning, visual system, and launch campaign that drove a 3× jump in inbound leads.
Built a scalable content and SEO system from scratch — 0 to 40K monthly organic visits in 12 months, with a 5-person team running it.
Owned the full GTM strategy for a consumer app — messaging, channel strategy, and influencer partnerships that earned 50K users in 30 days.
Whether you have a project in mind, want to explore working together, or just want to connect — I'd love to hear from you.