I build the stories that make people choose a brand.

I've spent 15+ years at the intersection of product and consumer. I translate what's being built into language that creates demand. Through naming systems, copy frameworks and positioning that becomes the standard teams work from. I've launched global product technologies, run multi-market messaging research and co-developed a cross-device attribution framework documented by Google.

I'm looking for what's next. If you're building something worth talking about, let's talk.

Selected work

  • Consumer Messaging at Scale

    Built the messaging system that communicated the unique selling proposition of adidas product technologies.

  • Naming Strategy & Tools

    Built the first naming strategy and AI-powered naming tool for adidas, creating a scalable system across 6+ business units that reduced concept-to-market timelines by 30%.

  • Digital Commerce & Growth

    Led eCommerce marketing for adidas.com for 8 years, managing acquisition, retention and full-funnel growth. Co-developed a cross-device attribution framework with Google documented as a case study.

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