Business Strategy
How Do You Balance Creativity With Business Strategy In Your Day-To-Day Work?
Everything begins with understanding your audience and uncovering the insight that drives them. My journalism background taught me that knowing your reader is fundamental—the same principle applies to communications and marketing strategy. Once we deeply understand an audience and identify a compelling insight, we can craft strategies that truly resonate. The most powerful creative work is built on authentic human truths—those moments that make people pause and think, "I knew this, but I’ve never seen it expressed quite like that." This pathway to creativity is grounded in audience relevance and strategic thinking.
Industry/Service Expertise
How Does Your Background Shape The Way You Lead In Fast-Evolving Industries?
Growing up in a family of educators instilled in me a deep sense of curiosity that became my professional superpower as a journalist. My first editor captured it perfectly: "Know just enough to question an expert, and enough to educate a layman." This skill translates beautifully to working in tech, financial services, and healthcare—industries where change happens at lightning speed. Success requires maintaining that curious mindset while threading the needle between deep expertise and accessibility for diverse audiences, whether they’re team members, clients, or their customers.
Strategic Marcomms
What Role Does Storytelling Play In Helping Brands Lead Through Change?
Stories are the bridge that makes complex transformations feel human, relatable, and meaningful. They help us think through change at every scale—from overarching narrative arcs to specific moments in time—ensuring everything connects to support a new direction with consistency and authenticity. I approach storytelling as both science and art, applying it systematically while maintaining empathy, creating strategic change that prioritizes audience experience and understanding.
Client Results
How Did You Help A Client Evolve Their Narrative–Or Shift Perception In The Market?
Our work launching Walmart Business represents a defining moment—helping the Fortune 1 company pivot from price-focused consumer retail to enabling business efficiency and effectiveness. Our strategic approach centered on audience insights for brand advantage and differentiation while honoring Walmart’s core narratives. We navigated significant challenges: launching during Walmart’s busiest holiday period, administrative changes, and complex sociopolitical and macroeconomic environments. Simultaneously, we pioneered innovative growth approaches—from first-party events and customer communities to integrated social channels and content marketing within the ecommerce experience. At every turn, we embedded strategic insights and optimization into our process, delivering solutions within the natural constraints of a fast-moving, complex organization. Walmart Business continues to grow and evolve, alongside our expanding work with other B2B areas of the organization.
Our Culture
How Does Highwire's Culture Help You Grow– Not Just Professionally, But Personally?
Many agencies claim to be entrepreneurial, but Highwire actually lives it. From developing new services and functions to creating entirely new practice groups, everything is fueled by the passionate leadership of our teams. True entrepreneurship is messy—full of innovation, experimentation, and calculated risks. Highwire’s supportive environment has always championed these qualities in pursuit of growth for both the organization and the people driving it forward. As someone who has built multiple agencies and founded one, this entrepreneurial spirit isn’t just nice to have—it’s essential to how I work and grow.
