Fun Fact
I turned 11 years old twice when I passed the international date line coming home from Korea.
Business Strategy
How do you balance creativity with business strategy in your day-to-day work?
Being creative may be a talent, but finding the interaction of creativity and business strategy is a skill I use every day. Yes, we need to deliver fun, unforgettable ideas, but the perfect concept is one that is also authentic to the audience, unique to the brand and optimized to get results. It's a small bullseye, but one we must hit.
Industry/Service Expertise
How does your background shape the way you lead in fast-evolving industries?
I’ve worked in a range of agencies that specialize in all parts of the marketing mix. I’ve even worked as an in-house marketer within brands. And the biggest lesson I’ve learned is that a great idea that works in all channels—to accomplish that you need to think of the consumer first and has a human truth at its core.
Strategic Marcomms
What’s changed most about how brands need to show up and how do you help them adapt?
What hasn’t changes is what a great idea is: emotional, empathetic and original. What has changed most is the ways we tell that story. New channels and tools have added to the places we connect with audiences. That diversity of channels and ability to personalize makes it even more essential to have a big, emotional idea first before you start with any execution.
Client Results
What’s a campaign or client partnership you’re especially proud of–and what made it successful?
The Scope brand asked us to develop a campaign for a new concentrated mouthwash. They developed the product in hopes that this smaller size would earn Scope placement on the sink, and therefore more use. Our research showed audiences valued something different: they were more excited about the ability to customize the mouthwash strength as they mix with water. We helped the client reset their go-to-market approach including renaming the product as Scope Squeez and developed a campaign celebrating choice and expression.
