As a Director of Innovation & Brand Strategy, it’s my job to ask those two questions over & over – as provocatively as I can. What do people really care about? Why? What makes this insight useful, & NOT just an observation? What should you NOT go after, because it just isn’t a fit?
These kinds of questions help me dig deep into human needs & desires to turn insights into truly impactful innovation & branding strategies. This then helps me help you figure out: How can (and should) your brand do it?
Over the last few years, I’ve led global innovation & branding projects for clients spanning industries from CPG to health & wellness to technology. I dig, hunt and question to create newness & inspire growth strategies for some of the world’s most famous brands.
Prior to Egg, I worked for The Boston Consulting Group, where I helped a variety of clients develop consumer-inspired brand growth & innovation strategies. I earned my MBA from The Kellogg School of Management, and am fluent in Portuguese & French, & speak conversational Spanish.
A native of Montreal, Canada, I now call The Windy City my home and I love it here, despite the fact that I have somehow never tasted a real Chicago hot dog. (I mean… WHY would you ban ketchup?).