About me
Before starting my own consultancy, I spent nearly a decade at adidas working across brand management, campaign planning, and global launches. Now I help founders build the brand strategy and go-to-market plan they need before the moment that matters, whether that is a first launch or a new chapter.
What adidas taught me is that strong brands are built on strong foundations. Every campaign that worked started with real clarity about who it was for and why they should care.
Most early-stage founders skip that step. They build the product first and hope the right audience shows up. Established brands have the opposite problem: they found an audience years ago and never updated who they are talking to now.
I work the other way around. We find the audience first, then build the positioning and plan around them.
I work with founders in lifestyle, wellness, beauty, femtech, and apparel, where storytelling and emotional connection are the real competitive advantage.
How I work
The first thing I do is ask questions. A lot of them. I want to understand what is really going on under the surface before I offer anything.
From there, I help you diagnose what is working, define your positioning, and turn it into a plan your team can actually execute. Every session closes with a clear next step and a name attached to it.
My goal is to make strategy feel like a conversation, not a lecture. You bring the vision. I bring the structure. Together we figure out the story, and make sure it travels beyond the document.