FAQs
More about my work
How do you measure success?
Success isn’t just performance, it’s perception. The numbers matter (growth, engagement, reach) but they’re only part of the story. What matters more is who’s paying attention and what actually sticks. If a piece of content reframes how someone sees a brand, sparks a conversation, or opens a door that wasn’t there before, that’s impact.
What makes a brand stand out?
Clarity and consistency. There’s a lot of noise, and most brands aren’t struggling because they lack quality, they’re struggling because they’re forgettable (eeek… sorry, I had to say it). The ones that break through know exactly who they are, say it simply, and show up that way everywhere. It’s not about doing more, it’s about being more intentional — taking a stance, creating a feeling, and giving people something to connect to.
How do you balance strategy with creativity?
I don’t see them as separate. Strategy gives creativity its direction, and creativity is what makes strategy land. Everything starts with a clear point of view: why this matters, why now, and why anyone should care. From there, the creative becomes a way to express that idea in a way people actually feel. If something looks good but doesn’t move the needle, it’s just decoration.
What does your creative process look like?
It usually starts a little chaotic (in a good way). I’ll pull from everywhere: references, trends, conversations, instincts. Then it’s about filtering into what actually aligns, what makes sense, what adds value. From there, I refine until it feels clear, intentional, and almost effortless. That’s always the goal: something that looks simple on the surface, but is built on a lot of thought.
How do you approach the tools and resources behind your work?
I could list a dozen platforms (Adobe, Microsoft 365, Mailchimp, ChatGPT, blah, blah…) but that’s not really the point. It’s less about the tools and more about how the work comes together. Sometimes ideas hit fast, sometimes they take digging. Either way, I use whatever’s needed — tech, research, Pinterest boards, you name it — to shape and refine concepts into something clear and intentional. It’s a balance between instinct and infrastructure: AI as a thought partner, never the final voice, and systems that keep everything consistent, scalable, and effective.
More about me
What inspires you outside of work?
Honestly, everything. I don’t think it comes from one place. Growing up in a pretty ‘sheltered’ environment in the Philly ‘burbs, then moving to South Florida, completely shifted how I see things. Suddenly it was different cultures, food, energy, perspectives — it forced me to pay attention in a new way. That contrast stuck with me. Now I find inspiration in how people live, how spaces feel, how experiences come together, whether I’m traveling or just out somewhere locally. It’s less about looking for inspiration and more about staying open to it.
What’s something people wouldn’t expect about you?
While studying communications during undergrad, I also focused on studio art and graphic design. At the time, most of my professors didn’t really see the connection (most of my peers were on the international business or traditional marketing track), but for me, it always made sense. It shaped how I think, balancing strategy with creativity from the start. I’ve always loved making things, and that hasn’t changed. Most recently, I started a small business, Girls With Teeth, creating custom safety keychains for women. It’s something that lets me tap back into that hands-on, creative side in a completely different way.
What’s your go-to way to reset or recharge?
I wish I had something cooler to say here, but honestly…I just hang out with my Frenchie, Hanky. No matter how chaotic things get, he has zero expectations, zero emails, and thinks everything I do is exciting — even if it’s just sitting on the couch. It’s the easiest reset. Low effort, high reward, great company. 10/10.
If you weren’t in marketing, what would you be doing?
Interior design! Ever since I bought my townhouse in 2023, I’ve been borderline obsessed. What started as “I’ll decorate a little” turned into constantly reworking spaces, overthinking materials, and justifying way too many purchases. I like figuring out how a space actually works — how it looks, how it feels, how people move through it. It’s the same way I think about brands, just in a physical form.