I never set out to work in branding.

I was fascinated by the strange way people assign meaning. Why one idea spreads while another disappears. Why some organizations become unforgettable despite having fewer resources or smaller budgets.

That curiosity transformed me from quirky Columbia University philosophy grad into brand strategist in Doha, Qatar, where I relocated in 2010 after the country was awarded the FIFA World Cup. It was a remarkable moment to begin a career. Entire industries were being built almost overnight, and organizations needed more than visual identities. They needed a way to articulate who they were, where they were going and why anyone should believe in them.

I joined FITCH as a strategist and, within a year, was leading the Strategic Planning department before founding my own consultancy, TRANSIT, where I built and led a multidisciplinary team of strategists, designers and creatives as Creative Director. Over the next fifteen years, that team and I advised organizations through launch, growth and transformation across hospitality, technology, government, culture and entrepreneurship.

What I discovered along the way is that strategy isn't really about brands. It's about translation.

My role is to translate research into insight, business ambition into strategic direction, and abstract ideas into experiences people can actually understand and believe in. That's why my work rarely ends with a positioning statement. It extends into messaging, customer experience, workshops, product strategy, creative direction and the systems that allow an organization to deliver on its promise consistently.

Today I'm based in the United States, helping leadership teams navigate pivotal moments by uncovering the strategic advantage hiding in plain sight and translating it into brands that are impossible to mistake for anyone else, bringing the same strategic and creative leadership I built TRANSIT around to every team I work with now.