Business Strategy
How do you balance creativity with business strategy in your day-to-day work?
There's no room for guesswork when it comes to evaluating strong creative. As a client leader, it's my job to ensure every idea we bring forward is rooted in true audience insight and built to drive measurable business impact. It's about spotting the potential in an idea, pressure-testing it with data-driven rigor, and never losing sight of the client's north star and objectives.
Industry/Service Expertise
What defines a sophisticated marketing strategy today?
Today's media landscape demands a new approach to marketing communications, one that shifts from an earned-amplified to an earned-first mindset. That means breaking down siloed swim lanes to build ideas fueled by an integrated media approach and built to travel at speed and at scale. Highwire's integrated model allows me to bring clients ideas that come alive across the entire marketing ecosystem.
Strategic Marcomms
What’s changed most about how brands need to show up and how do you help them adapt?
One of the biggest shifts we're helping brands navigate today is the rise of Generative Engine Optimization (GEO). It's moved the goalpost from capturing basic keyword traffic to earning third-party editorial validation, positioning earned media as the leading driver of searchability today. I geek out over our proprietary AI platform that gives us predictive, real-time intelligence, shaping our media and content strategies, strengthening brand narratives, boosting discoverability, and ultimately driving business impact.
Client Results
What’s a campaign or client partnership you’re especially proud of–and what made it successful?
During my time as executive client partner on a leading home improvement brand, we were briefed on transforming their annual internal store manager conference into a national news media and agenda-setting moment.
We built a media experience and storytelling strategy that delivered against their key pillars: tech innovation, product value, and executive thought leadership. We curated the right mix of media and influencers, using GEO visibility data to identify the most sourced voices in the category. We crafted social-first experiences that brought together the right expert voices, custom conference floor tracks, realtime news-making moments, and highly visual content - ensuring the experience traveled beyond the conference floor.
While we were proud to exceed our attendees goal, drive national coverage across six simultaneous announcements; and secure feature storylines across all priority pillars - the real win was proving the long-term value of bringing media and influencers into future conference moments, turning a one-time success into a repeatable model.
Our Culture
What Does Highwire's Culture Mean To You, And How Does It Shape How You Lead?
Highwire's culture is a growth mindset in action - experimenting, iterating, and constantly raising the bar for ourselves and our clients. That same energy fuels our insight-out approach, anticipating and evolving with where the industry is headed rather than simply reacting to it. As a leader, I push my teams to be curious, bring in diverse perspectives, and stay hungry, with the goal of fueling sharper thinking, bolder ideas and bigger results for our clients.
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