Head of Creative Strategy
We believe that 'why' a company does what it does is critical. So, I work on aligning people and orgs around a purpose, creating connections and inspiring action. That manifests in a lot of different ways from brand strategy, to experiential activations, to digital experiences, etc. I also manage the creative and strategy team, making sure everyone is happy, inspired and loving what they are doing.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
My path falls squarely into the non-linear variety! Though the thread is definitely brand experience. I started in architecture, move into trends forecasting, then transitioned to marketing and experiential. Now I do a hybrid of many of those things, plus a lot of strategy, business and culture work.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
I like to see strengths more than weaknesses but I think optimism and hustle are underestimated traits.
WHAT ARE YOU WORKING ON RIGHT NOW?
A huge variety of things! We're working with a few fast-casual concepts that promote healthy lifestyles and aim to get good food to more people. We are developing a program to bring more inclusivity into the world of tech. We're rebranding a holistic spa in Hawaii, working on a couple of cannabis branding projects and just wrapped up some photography/video work for a beauty brand. Also, 10% of the work we do is with non-profits, right now we're working with CCLA and with Anastasia Somoza, an amazing disability advocate. Then there's pitching, working on the business and nurturing the team/our culture!
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
We're medium agnostic and style agnostic. We do lean towards a bold, iconic look but it really depends on the project and the client. We've built a collective of amazing talent that we match to the brand. That way we always have experts at the table and people that are doing work they are passionate about.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Brand strategy is where I spend the majority of my time these days.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Traveling is one of my all time favorite things to do but traveling for work can be draining. Although it's tough to complain when you are spending time in London, Miami or Maui!
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Junior graphic designer for sure! I'd love an amazing, nimble junior copywriter who wants to work on lots of different brands. Someone to manage and build our social wouldn't be bad either.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
Value your mental health, exercise and don't take things too personally. I think I still need follow this advice! Also my dad once told me: don't always be the last one in the office, it makes me think you are only there to impress me. That's been helpful for me. I think when you are more junior there's a tendency pull a lot of long night unnecessarily. Be critical and ask if you're still adding value. If not, go home and come back tomorrow kicking ass.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
Being new to the 'start-up' world, I always have a lot of 'business' questions but I think I'm more interested in reinventing the rules so anyone who's an expert in that I'd love to talk to.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
I'd love to work with more businesses who see the value of purpose but don't know how to get there. Also, especially post-election, we'd love to work with an non-profits/companies focusing on reproductive rights, immigration and inclusivity/diversity.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
My favorite client/projects are where our team becomes a true extension of the client's team
WHAT IS YOUR HOURLY RATE, RETAINER, OR SALARY RANGE?
It really varies from pro-bono to 7-figures, it all depends on the client and the scope of the project. We will always work with clients to figure out what can be done with the budget they have.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
A nice, friendly email to firstname.lastname@example.org is perfect. GIFs as always welcome!
HOW DO YOU STAY CREATIVE?
Keep your eyes open, listen hard
LAST ONE, WHO'S IN YOUR GO-TO SQUAD?
Everyone on our team is awesome but outside of that I get endless inspiration from Kim Kulka, she's has amazing taste and is super fun to bounce ideas around with.
This member profile was originally published in December 2016.