Building brands people connect with.
My work connects the decisions that shape a brand with the decisions that shape a product. I move from research and positioning to value propositions, portfolio strategy, go-to-market, and creative execution—helping teams carry one clear idea from strategy into the customer experience.
Across financial services, digital platforms, and new ventures, I’ve worked on brand transformations, zero-to-one launches, portfolio redesigns, AI-enabled customer experiences, adoption programs, and integrated campaigns.
Smart Insights: Turning customer data into useful financial guidance
Product strategy and adoption planning for an AI-powered financial guidance feature within Oriental’s mobile and online banking platforms. The proposition focused on using customers’ financial behavior to provide timely, personalized guidance on saving, spending, and managing money.