My strategic style…

I don’t do surface-level. Whether I’m building a brand or having a conversation, I’m always chasing what’s real—what drives people, shapes their choices, and defines their version of wellness or identity.

At the core of my work is a mix of relentless curiosity and emotional fluency. I’m drawn to the tension points—the things people don’t always say out loud, but feel deeply. That’s where the strategy lives.

For me, great brand work isn’t just clever positioning. It’s about uncovering the deeper truth that earns trust, invites belonging, and sparks action. Strategy isn’t just a discipline—it’s how I move through the world.