Hello.

I've spent my career building brand work that wins awards and actually moves people, across financial services, tech, and consumer brands. Some of it I'm proud of in the normal way, the awards, the stats, the case studies. But a few things have stuck with me differently. A campaign for VCU Massey Cancer Center that had to tell people, honestly, what cancer care could look like for them. Years of work with Street Soccer USA, where the job was helping people experiencing homelessness be seen as athletes first. None of that is the kind of thing you put on a highlight reel, but it's the work I think about. Healthcare and wellness is where I've found that most, and where I feel the weight of it most.

At Nature's Bounty (Nestlé Health Science), I ran major initiatives across a wellness portfolio of 12 brands that needed to speak to people making real decisions about their health, not just their shopping carts. That work taught me how fast trust is won or lost in this space, and how little tolerance people have for anything that feels hollow. I believe in simple, sharp ideas and clean execution, the kind of work that cuts through without losing the human stakes underneath it. A couple of years ago I went through cancer treatment, and it gave me a perspective I think about constantly: the only certainty in that kind of journey is that there isn't one. When an institution gets the tone right, when it tells someone the truth and still gives them something to hold onto, that's trust. And trust is when they're listening.