That's the thing that's carried me through my whole career: story first, human always and always looking for the answer nobody's tried yet.

I lead the way I create—ask hard questions, push past the first idea, trust the people around me to do more than they think they can. The work I'm proudest of usually isn't the most visible. It's the shift in a team's confidence. The reframe that unlocked something nobody saw coming.

My background spans consumer goods, entertainment, hospitality and tech. What do they have in common? Not much, except the question I keep chasing: how does a brand earn a real place in someone's life? From retail environments and fan experience, to live hospitality, to multi-product brand systems. That's the work I'm most drawn to, and where I do my best.