Description

I help brands find their soul and tell stories that stick -- with strategy that’s as emotionally intelligent as it is business-savvy. Whether it's brand positioning, messaging frameworks, campaign narratives, or thought leadership platforms, I bring clarity, creativity, and cultural fluency to every brief.

What sets me apart? I don’t just connect dots, I uncover the ones no one’s looking at yet. I blend deep research, smart questions, and bold storytelling to help brands stand for something meaningful and move in a direction that matters.

I typically lead work across brand strategy, messaging development, creative briefs, research distillation, and content strategy -- especially for brands at moments of change, growth, or reinvention.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Minneapolis (up to 50km)

Hotwire Global Communication Consultancy
SVP Brand Strategy + Planning + Executive Leadership Team
January 2021 - Today (5 years and 5 months)
Embedded consumer insights and behavior segmentation into go-to-market campaigns and messaging frameworks—driving 20% YoY growth. Unified research, creative, and planning teams under one function, fostering a collaborative, entrepreneurial culture around innovation and speed. Oversaw internal and client-facing brand transformations across consumer, tech, and sustainability sectors.
Padilla
VP Insights + Strategy
January 2017 - January 2021 (4 years)
Launched and scaled the brand planning and insights function across food, beverage, health & wellness, and nonprofit sectors.
Led brand repositioning and launch strategies for challenger brands, introducing new messaging, visual identity, and GTM planning across product, retail, and social.
Developed consumer journey models and cultural insights frameworks to inform brand voice and product innovation planning. Partnered directly with Sales and Marketing teams to align brand narratives with performance and retailer-specific sell-in materials.
Introduced marketing effectiveness metrics and storytelling systems to connect insight to sales performance and advocacy.
Iconoculture (now part of Gartner)
Vice President, Lead Consumer Strategist: Media, Entertainment, and Technology
January 2010 - January 2017 (7 years)
Advised Fortune 500 brands on generational trends, behavior shifts, and strategic positioning for brand expansion, new product development, and digital ecosystem strategy.
Built research and trend-mapping systems to guide innovation and creative concepting for new-to-market experiences. Created brand opportunity maps and whitespace strategies across lifestyle verticals including beverages, personal care, and content-based platforms. Facilitated strategy workshops with brand, creative, and innovation teams to turn human insight into cultural relevance and consumer-first thinking.