But what do I do though?

Creative Direction

I lead by listening, championing great ideas, giving credit when it’s due, and supporting when I’m needed. I lead from behind. I consider it a successful project when everyone involved feels responsible and everyone feels proud. Recent project: leading an in-house team of curators on a platform of over 25,000 classes.

Strategy

Every strategic project starts with a meeting of the minds. I need to understand the challenge you’re facing first. Then I can get to work on research and insights. I specialize in developing audience personas based on one-on-one interviews (not just market or demographic data). Deliverables are usually reports that walk you through what I learned and what it means for your decision-making.

Brand strategy

Once I understand what your audience wants, I can identify how your brand can adapt. I specialize in copy — voice and tone — but have a team of award-winning partners who can help with logos, visual style guides, and other visual assets. Recent project: Rethinking the mission, vision, and values of a global bioplastics company.

Content strategy

I develop concepts, topics, and launch strategies for content that will resonate and perform. From there, I measure and adjust to perfect the approach for better and better results. Recent project: Conducting deep research, developing personas, and creating targeted concepts and topics for 24 sliced and diced audience segments across multiple channels, for a global finance company.

Writing

I’ve been writing for brands since I was just out of school, and after all this time, it’s funny, instead of becoming more myself, I’ve become more adept at channeling everyone else. My voice has become yours. I have experience writing for a huge range of audiences: award-winning video scripts, full-length books, personal essays, interactive e-learning experiences, technical manuscripts, and everything in between. I’ve got experience in creative industries, tech, science, education, logistics, finance, healthcare, and much more. Writing is my thing. Recent project: Ghostwriting a popular science book on the connections between oral and physical health, for one of the country’s most prominent pediatric dentists.

Product Development

When I started presenting audience insight, it was just intended to inform content. But product development was a natural outgrowth, since it’s true audience understanding that leads to products that resonate and address real needs in practical ways. Recent project: Informing the development of an e-learning product for one of the world’s largest e-commerce brands.