Patient Advocacy Strategies (PAS) came to me with a challenge: how do you stand apart in a category where every company claims to be patient-centric? Founder Mike Walsh wanted PAS to project the urgency and conviction of a challenger brand without sacrificing the credibility required in biotech, pharma, and boardroom environments. The goal was to create a distinctive voice and positioning that felt bold, direct, and human while remaining grounded in business outcome.

I developed a strategic brand platform and language system that reframed PAS as an advocate for changing how the system works, not simply navigating it. Anchored by the core belief, "The system wasn't built for rare disease patients. We are," the work established a clear stance, messaging architecture, and operating principles that connected patient reality to trust, enrollment, and access. The result was a brand that could speak with the confidence and urgency of a punk-rock challenger while maintaining the rigor, professionalism, and strategic clarity expected by biotech leaders, investors, and clinical teams.

Ford asked me to investigate a fundamental question: how is the definition of a "truck person" changing? Through ethnographic research across diverse U.S. markets, I examined the intersection of lifestyle shifts, cultural values, technology adoption, and evolving notions of utility to understand where the category was headed.

Rather than validating existing assumptions, the research surfaced a broader cultural transition underway. I translated these findings into actionable strategic implications for product, brand, and customer experience teams, helping identify opportunities to expand the category's relevance and connect with emerging audiences. The result was a forward-looking view of truck ownership that challenged legacy thinking and provided a foundation for future innovation.

Airstream engaged me to explore how changing attitudes toward work, travel, homeownership, and personal freedom were creating new opportunities for the brand beyond its traditional customer base. Drawing from cultural research, trend analysis, and emerging consumer behaviors, I developed a series of future-facing audience frameworks designed to help Airstream identify and engage the next generation of travelers, adventurers, and alternative lifestyle seekers.

The work revealed that Airstream's opportunity extended far beyond recreational travel. Emerging audiences were increasingly viewing mobility as a pathway to flexibility, self-expression, remote work, experiential living, and even alternative forms of homeownership. I translated these insights into a strategic growth framework that identified new consumer segments, product opportunities, service models, and brand experiences. The result was a roadmap for how Airstream could evolve from an iconic RV manufacturer into a broader lifestyle brand serving changing definitions of home, work, travel, and freedom.

As Global Director of Digital at Converse, I led the brand's global digital ecosystem across social media, content, influencer partnerships, and digital marketing for its Music, Skateboarding, and Art initiatives. Working closely with agency partners, media teams, and cultural collaborators around the world, I helped shape how Converse engaged creative communities through digital experiences, storytelling, and community-driven programs.

A key focus of my work was helping scale and amplify Converse Rubber Tracks, a global platform designed to support emerging musicians through free studio access, live events, content creation, and community engagement. The program expanded from recording studios into international activations, artist showcases, and cultural partnerships that provided tangible value to creators while strengthening Converse's credibility within music culture. I also led digital strategy and influencer initiatives surrounding major cultural moments, including Converse's presence at The FADER FORT during SXSW, helping connect the brand with emerging artists, tastemakers, and audiences worldwide. The result was a more authentic, community-first approach to brand building that positioned Converse at the center of contemporary creative culture rather than simply marketing to it.