Through my unconventional path from a stuffy university newsroom to a global media company, from a major movie studio to a digital media start up, I’ve learned how to gather insights, find white space opportunities, and advocate for resources to get things done.

In a landscape where content is disposable and campaigns feel ephemeral, I believe audiences deserve stories that provoke thought, inspire action and give a reason why. I also believe that cultural and social relevance impact a business’s bottom line, no more than ever.

My work philosophy is grounded in three core principles: commit to stories, push for innovation and optimize for sustainability. Stories help connect people to a message, and innovation helps the story capture attention. Most importantly, when done right, stories should outlive the campaign and be sustainable for the brand, the business, the audiences and ideally, the context, culturally or environmentally.