Most strategy
talks. My work
listens.
Fifteen years shifting how people think, feel, and act.
I build marketing solving problems that outlast any single campaign, helping organizations earn the attention they deserve, prove the impact they’re making, and build the constituencies they need to sustain it.
How I led a radical brand repositioning that transformed The Trevor Project from crisis-response mode into a proactive, joy-centered community — growing brand awareness by 40%, generating $60M+ in charitable revenue, and building 80+ brand partnerships by shifting the narrative from survival to belonging.
The Pile-On Is Always Worse Than the Thing
McDonald's CEO took a tiny bite of his own burger on camera. The memes were funny. What wasn't funny was the flood of LinkedIn posts turning a 30-second clip into a masterclass on leadership. The commentary industrial complex—not the burger—is the real pollution.
The Industry Broke Measurement by Skipping the Part Where People Start to Care
The measurement crisis isn't about bad attribution models. It's about an industry addicted to the 30-day ROI story that systematically starved the belief-building and awareness work that creates demand. Now that privacy regulations have exposed attribution's fragility, companies are discovering that demand generation was never optional—it was just invisible.
When Strategy Lives in PowerPoint and Execution Lives in Email: Why the Strategy-Execution Gap Persists
Most campaigns underperform not because the strategy is weak, but because strategy and execution happen in different rooms with no system connecting them. The strategy-execution gap costs organizations billions annually.
Making Invisible Organizational Structures Visible
An interactive network visualization mapping the connective tissue between a nonprofit and its agency partner — 14 nodes, 44 connections, built in React and SVG as part of IDEO U’s Human-Centered Systems Thinking course. The tool makes invisible organizational structures queryable, comparable, and honest.
Measuring the Gap Between Brand Empathy and Consumer Action
An empirical investigation of 100 U.S. consumers reveals that personal emotional connection — not age, education, or income — is the single strongest predictor of engagement with empathy-driven brand campaigns. The data exposes a 37-point gap between stated engagement and active advocacy.
Directing media strategy at Blue State — the purpose-driven agency born from Barack Obama’s 2008 campaign, now two decades into some of the most effective advocacy and fundraising work in the nonprofit sector.
Full work history →