Doing the next right thing

I approach strategy as a balance of science, business, and creativity. By combining research, behavioral insight, and structured thinking, I help brands step into new markets with clarity and intention.

While I can’t share full details, here are two examples of how that work comes to life:

Fashion + Retail - Food & Beverage Expansion

Explored opportunities for a fashion brand entering the food and beverage space, with a focus on positioning and long-term viability.

  • Analyzed competitor activity and market positioning to identify whitespace

  • Built timelines and success frameworks to guide rollout and measure impact

  • Defined how the brand translates into food and beverage experiences across touchpoints

  • Identified target segments using research-backed audience insights

Result:

Complete plan and pitch deck presented to senior leadership, that led to approval of the new business initiative.

Beauty - Trial & Travel Expansion

Developed a strategic foundation for entering the travel & travel space, auditing internal pricing structure, consumer behavior, and evaluating market readiness.

  • Conducted competitor pricing and assortment analysis across drugstore & prestige trial & travel

  • Researched shopper motivations and trial-driving marketing tactics

  • Assessed internal readiness through brand health and pricing alignment

  • Outlined cross-functional plans to support expansion into a new channel

Result:

Delivered a strategic plan to senior leadership that informed pricing adjustments and drove further investment in the market, supporting future expansion plans.