Fun Fact
I Have Three Children But I've Helped Deliver More Than 30 Babies
Business Strategy
How Do You Balance Creativity With Business Strategy In Your Day-To-Day Work?
Business strategy is inherently creative. Successful strategy hinges on deep curiosity, openness to possibilities, and clarity on the end goal. When those three elements align, everything else becomes a symphony of aha moments, what-ifs, pattern-matching, bold choices, clever connections, small victories, quick pivots, brainstorms, lightning strikes, and the continuous rush of discovery. This approach ensures creativity is always grounded in strategic insight and business relevance.
Industry/Service Expertise
How Does Your Background Shape How You Lead In Fast-Evolving Industries?
My non-traditional path to MarComms built the fast-twitch muscle required in today’s environment. As an English literature major, I learned critical thinking. As a Peace Corps volunteer, I honed curiosity, community-building, and problem-solving skills. Joining a startup as its 10th employee at the dawn of the dot-com era taught me how businesses are built from the ground up. Watching that company grow to 400+ people and go public showed me the power of storytelling to shape business opportunity and the skill required to craft those stories. Working at both large and mid-sized agencies revealed the power of personal commitment, deep expertise, and integrated services. I brought all of that—curiosity, problem-solving, business building, storytelling, personal commitment, and integrated services—to create Highwire, along with enough hard-fought experience to know that change is the only constant.
Strategic Marcomms
What’s Changed Most About How Brands Need To Show Up And How Do You Help Them Adapt?
The pace of change is accelerating, and marketing strategies that worked last year are already outdated. At the core, brands need to understand their customers deeply: Who are they? What are they struggling with, even if unrelated to your solution? Who do they trust? Where do they spend time? What are they afraid of? What do they hope for? These answers change constantly, but when clients know who their customer is, we can help them answer the rest. The what, where, and how become anchored in real insights, not last year’s template.
Client Results
What’s A Moment Where You And Your Client Aligned On A Bold Idea– And It Paid Off?
Working with GitLab represents a career highlight because we explored bold ideas from their earliest launches to their debut as the first all-remote public company on NASDAQ. A few years into our relationship, we championed the benefits of bringing all DevOps lifecycle elements into a single platform versus using disparate tools. We staged a strategic takeover of their biggest competitor’s user conference by setting up an ice cream shop right at the entrance. The message: get one flavor with them or eight flavors and all the toppings with GitLab. Through social media, physical flyers, QR codes, and hosting media interviews from our “ice cream shop,” GitLab infiltrated all competitor coverage, and their message resonated with the exact audience they most wanted to influence.
Our Culture
What Does Highwire's Culture Mean To You, And How Does It Shape How You Lead?
Highwire’s culture is shaped by our TGIF values: Team Empowerment, Growth Mindset, Inclusion Always, and Fierce Distinction. These guide everything we do. Highwire Walkers are brave and curious, kind and collaborative, unsatisfied with the status quo, and highly empowered to be the change they want to see. Leading such a dynamic and intelligent group requires setting high standards I know they can achieve, opening doors to new opportunities, and fostering their confidence to keep trying new things. Our culture doesn’t just support individual success—it creates the conditions for collective achievement and sustained excellence.
