Fun Fact
I helped the FBI catch a Twitter hacker
Business Strategy
In a world shaped by AI, media disruption, and constant change—how do you help clients stay ahead?
Staying ahead means anticipating, rather than reacting to a rapidly shifting landscape. Today, with all the AI tools at our fingertips, we can uncover unexpected insights about what’s happening right now, faster, and use predictive models to more confidently see around corners. Strategy is no longer just rooted in the present. We’re making more educated bets on the future. And clients willing to make those bets with us end up meeting audiences in the moment, while everyone else is still reacting to yesterday’s news cycle.
Industry/Service Expertise
What does excellence look like in your function, and how does it contribute to Highwire's competitive advantage?
Excellence is seamless integration. Clients should experience Highwire as one team, not a collection of disciplines. And when those disciplines operate in sync with the client and in sync with each other, the target audience experiences a more unified message wherever they meet the brand. My team builds strategies that connect message to mindset in the places we can best move an audience to action. Earned credibility is our foundation. Integration is how we scale its impact.
Strategic Marcomms
What’s changed most about how brands need to show up and how do you help them adapt?
Brands lost the microphone. For decades, you could buy reach, sprinkle in a little human truth, and trust the message to land. Now, attention is fragmented, trust is harder to earn, and even a big hit fades in a day. With the bar to impact set higher than ever, brands need to remember, no matter the brief, they’re talking to humans with full lives, short attention spans, and no obligation to care. Audience intelligence needs to go deeper and get more human because, when you start with an understanding of how someone thinks, feels, and behaves, you can build programs that meet them in the moments that matter with a message that matters to them.
Client Results
What’s a moment where you and your client aligned on a bold idea– and it paid off?
One of the boldest calls I’ve made was telling a client to stop leading with the scientifically backed product claims they’d been marketing on for years. While safe and easy to defend as a point of difference, our audience work kept pointing somewhere else: In a category full of competing claims, people didn’t need more proof a product would work, they simply wanted to feel understood. Leading with an emotional hook was a real risk for a brand competing in a claim-forward category, but the client took it with us. Campaign after campaign, we saw double-digit sales lift on the products we promoted, with a halo effect across the entire portfolio. I think about that lesson often in B2B. In many of the industries Highwire serves, companies often default to leading with product specs and features, but even B2B buyers are humans first. Understanding their deeply human values, motivations, and barriers is the path to relevance and, ultimately, driving the desired action.
Our culture
What does Highwire’s culture mean to you–and how does it shape the way you lead?
This is a people business. After nearly 20 years in agencies, I’ve seen that the best client work comes from teams who feel cared for and given the space and tools to continuously grow. That’s what drew me to Highwire. Here, I have permission to lead the only way I know how: with empathy, transparency, and high expectations. I listen first, look for what each team member does best, and build around the strengths of the team. Then I give them the room and ownership to do the best work of their careers, with the flexibility to have a full life outside of it because when people feel trusted and supported they take bigger swings, grow faster, and stay longer.
