Transform your product into an engaging brand that customers and prospects connect with.

At first glance, my career may look a lot like Lombard Street. But, I suppose the climb's been more fun than steep (with better traffic, I hope!).

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I started off as a data scientist in 2014 for Walgreens. Craving qualitative pieces of the puzzle, I transitioned into design and user research in 2016, helping clients like Jira (Atlassian), GSuite and even the Gates Foundation understand their target audiences in rich contextual detail. In 2020, I caught the startup bug (or it caught me), helping the co-founder of Stockpile build a beta product for first-time mutual fund investors. 9 months of iterative research with 150+ prospect users led to a useful, usable MVP that would give target users the confidence to begin their financial journey. In my second stint with startups, I led content marketing for the then stealth, now series A Scapia (travel rewards credit card), developing the brand taglines, value proposition and creative assets that helped launch and scale the product to 200k+ users.  

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Hindsight's 2020 but looking back the underlying theme of my career has been about bridging the gap between the product's intentions and customer needs and emotions. (I could have just said 'Brand' but where's the fun in that?)

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At the heart of it, all great brands have a main character energy that helps customers step into their own. And mine is to help you dig into your customer needs and emotions and bring out the brand behind your product, so customers understand and connect with your offer.