About — My portfolio showcases research-driven storytelling rooted in consumer insights and brand strategy.
My work focuses on deeply understanding people, their motivations, behaviors, and relationships with brands.
Every project begins with rigor and curiosity, then translates insight into clear, human-centered direction.
The goal is simple: build stronger connections between brands and the audiences they serve.
About — My portfolio showcases research-driven storytelling rooted in consumer insights and brand strategy.
My work focuses on deeply understanding people, their motivations, behaviors, and relationships with brands.
Every project begins with rigor and curiosity, then translates insight into clear, human-centered direction.
The goal is simple: build stronger connections between brands and the audiences they serve.
My Experience
I work with brands, agencies, and cultural organizations to understand how people think, feel, and connect with the brands in their lives. My work spans qualitative and quantitative research, including interviews, focus groups, ethnography, surveys, and secondary analysis, designed to uncover meaningful human insight. I translate those insights into clear brand stories, positioning, and strategic direction that teams can actually use. At the core of my approach is a belief that strong brands are built by deeply understanding their audiences and honoring that relationship through thoughtful, evidence-based storytelling.
Selected Consulting Clients
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Conru Art Foundation
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The Alt League
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Bread & Butter
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Wheaton's Martial Arts
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Enlighten Minds
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Birthright Wellness
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Wink Scrubs
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Experience Strategist & Senior Media Strategist
At RAPP, I worked across consumer insights, experience strategy, and media planning to help brands understand how people move through and relate to their brands across the full customer journey. I led qualitative and quantitative research, including journey mapping, emotion mapping, concept testing, and behavioral analysis and translated those insights into strategic direction and executive-level storytelling. In parallel, I supported integrated media strategy and planning across digital, social, TV, and emerging channels, using audience insights and performance data to inform channel mix, budget allocation, and optimization. The work emphasized collaboration across strategy, analytics, media, and creative teams to ensure decisions were grounded in real consumer understanding and measurable impact.
Clients Supported
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AAA (Automobile Club of Southern California)
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BMW
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Wells Fargo
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At Wunderman Thompson, I supported brand and campaign strategy through consumer, cultural, and competitive research, helping global brands sharpen how they show up in-market. My work focused on understanding audience behavior, category dynamics, and brand positioning to inform messaging and campaign execution. I partnered with strategy and client teams to translate research into clear recommendations that drove measurable performance and improved engagement.
Clients Supported
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Microsoft
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T-Mobile
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Washington State Lottery
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At Bread & Butter, I began my career in brand and cultural strategy, supporting early-stage research and strategic thinking for consumer brands. I worked across competitive analysis, social listening, and cultural trend research to help inform brand positioning, messaging, and content direction. In partnership with senior strategists and creative teams, I helped translate cultural insight into strategic recommendations that shaped how brands showed up in-market. This role established the foundation of my approach to strategy, grounded in curiosity, context, and a deep understanding of how people engage with brands in real life.
Clients Supported
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Microsoft
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Humm Kombucha
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Zearn Math
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My Skills & Tools
Brand strategy is core to the work I’ve done across agencies, consulting, and client-side engagements, helping brands clarify who they are, who they serve, and how they meaningfully show up in people’s lives. I’ve led and supported strategy grounded in deep audience understanding, examining consumer motivations, behaviors, cultural context, and category dynamics to identify where brands can authentically earn relevance and trust. My work has translated insight into clear strategic foundations, including positioning, purpose, narrative, and messaging frameworks that guide decisions across product, marketing, media, and experience. I focus on aligning what brands say with how they behave in real-world moments, ensuring strategy holds up beyond messaging and into execution. Through this work, I’ve helped teams move with clarity and confidence, building brands that are disciplined, culturally aware, and rooted in genuine human connection.
Tools
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Microsoft PowerPoint
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Microsoft Excel
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Apple Keynote
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Google Slides
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GWI
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Trendpop
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Sprinklr
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Quid
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Qualitative marketing research is where I go to understand the why behind behavior, what people feel, what they mean, and how they make sense of a brand, product, or experience in real life. It’s the work of listening closely, capturing true language, and observing context so we can uncover motivations, barriers, and emotional drivers that don’t show up in dashboards. In practice, this often includes live interviews and focus groups (virtual or in-person), self-paced feedback, discussion boards/communities, and mobile diary methods that collect rich, in-the-moment input through text, photos, and video. This approach is widely used across top research organizations, ranging from online discussion boards and mobile qualitative methods to broader qualitative capabilities that apply psychology, behavior, and emotions to inform marketing strategy. The goal is to translate what people share (and what they don’t say directly) into clear themes, tensions, and storylines that can guide messaging, creative, product decisions, and brand relationship-building.
Tools
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Microsoft PowerPoint
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Microsoft Excel
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Microsoft Word
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MRI Simmons
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Knit
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Qualtrics
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Dscout
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Zoom
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NVivo
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Quantitative market research is where I’ve translated large-scale data into clear, decision-ready insight. My work has focused on designing and analyzing surveys, tracking brand and campaign performance, and identifying patterns in attitudes and behavior across audiences, categories, and markets. I’ve used quantitative methods to size opportunities, test concepts, measure brand health, and evaluate messaging effectiveness, always grounding analysis in the real business or brand question at hand. Beyond analysis, a core part of my work has been synthesis and storytelling: turning data into narratives that executives and cross-functional teams can act on with confidence. The goal is not just statistical significance, but clarity, using data to reduce uncertainty and guide smarter strategic decisions.
Tools
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Microsoft Excel
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Microsoft PowerPoint
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Qualtrics
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SPSS
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SQL
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Tableau
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R
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Python
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Power BI
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SurveyMonkey
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My work in consumer insights centers on using data, platform analytics, and research systems to understand how people engage with brands, products, and experiences over time. I’ve analyzed and integrated inputs from survey platforms, behavioral data, performance dashboards, and digital analytics to identify patterns in attitudes, usage, and decision-making. This includes synthesizing quantitative results with qualitative signals to uncover drivers of behavior, friction points, and opportunities for growth. A key part of my role has been translating complex data into clear, actionable insight, building frameworks, visualizations, and narratives that help teams make informed strategic decisions. The goal is to move beyond isolated metrics and create a connected view of the consumer that supports smarter planning, measurement, and long-term brand strategy.
Clients Supported
Tools
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Microsoft Excel
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Microsoft PowerPoint
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Qualtrics
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SQL
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Tableau
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Power BI
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Google Analytics (GA4)
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