Positioning. Naming. Campaigns. From strategy to the work that people actually see.
A few things I'm known for:
Brand strategy and positioning for complex, competitive categories
Naming — from brand names to product systems to merger identities
Go-to-market strategy for new products and services
Integrated campaign development across digital, film, OOH, and radio
Financial institutions and Hispanic markets (bilingual, English/Spanish)
Getting things made — I lead production as readily as I lead strategy
I'm a Brand Strategist and Product Lead based in New York City, working at the intersection of brand thinking and real-world execution.
For the past 10+ years I've been helping brands figure out who they are, what they stand for, and how to say it in ways that actually land — across campaigns, product launches, naming projects, and everything in between.
Most of my career has been agency-side, which means I've learned to move fast, think strategically, and execute without losing the idea. I've built brand platforms for financial institutions, launched fintech products, developed naming systems for corporate mergers, and led campaigns from the brief all the way through to production.
My work lives in the space between strategy and creativity — I write the brief, shape the concept, and stay in the room until the work is right.