EXPERIENCE

Outerface℠ - Independent Brand Strategy Consultant & Branding Studio Co-Founder
2022 - present

  • Building and leading a boutique brand strategy and design practice serving multifamily, hospitality, travel, and mission-driven organizations.

  • Developing positioning, messaging, naming, and creative direction for consumer and destination brands.

  • Creating insight-driven strategies for national clients including the U.S. Marine Corps (via Wunderman Thompson) and tourism partners (via Madden Media).

  • Leading brand launches, rebrands, and design initiatives across digital, physical, and experiential environments.

  • Guiding clients in implementing brand systems across marketing, product, property, and customer touchpoints.

AMP - Group Director, Head of Brand & Creative Strategy
April 2019 - October 2022 (promoted from Director in 2021)

  • Led the national brand & creative strategy discipline for a 300+ person agency; managed a team of five.

  • Launched Maruchan’s first integrated U.S. brand campaign, driving a 224% increase in product searches and 188% lift in “Where to Buy” traffic.

  • Orchestrated creative strategy across channels for Stop & Shop during the pandemic, overseeing 11.4K digital placements and 1.8K unique assets.

  • Built the agency’s brand strategy offering, creating new frameworks for brand positioning, campaign architecture, and insights.

  • Led strategy on pitches and engagements across CPG, retail, travel, and technology.

  • Partnered closely with creative, media, analytics, and account leadership to deliver unified, insight-driven work.

Digitas North America - Associate Director, Creative Strategy
June 2014 - April 2019 (promoted from Manager in 2017)

  • Positioned Goodyear’s first direct-to-consumer offering, helping drive 600% revenue growth in two years.

  • Introduced Goodyear to new growth opportunities with Hispanic consumers via cultural immersion.

  • Defined positioning and messaging for Bank of America’s new P2P payment capability and chatbot, contributing to an increase from 22M to 24M app users in six months.

  • Supported brand health analysis and strategic guidance across Bank of America and Merrill Edge’s consumer lines.

  • Developed insights on emerging workforce segments, including freelancers and gig workers.

Allen & Gerritsen - Brand Strategist
March 2011 - May 2014

  • Launched Blue Cross Blue Shield’s brand campaign during a major healthcare shift.

  • Developed consumer insights and creative direction across CPG, retail, and nonprofit brands (Toy State, Papa Gino’s, Museum of Science).

  • Positioned automated pallet trucks for Toyota Industries Corp, amid sensitivities around automation and workforce disruption.

Legal Career - Investigator, Attorney, Entrepreneur
2003 to 2011

  • Federal investigator and attorney advising federal judges, early-stage companies, and creative talent. Founded a streetwear brand that was acquired through a licensing deal. Developed foundational skills in research, analysis, negotiation, and storytelling that underpin later strategy work.

SKILLS

Brand positioning • Messaging • Brand architecture • Consumer insights • Research design • Creative strategy • Brief development • Executive storytelling • GTM & integrated campaigns • Cross-functional leadership • Cultural analysis • Legal reasoning

SELECTED BRANDS

Maruchan • Stop & Shop • U.S. Marine Corps • Goodyear • Bank of America • McGraw Hill • Merrill Edge • Papa Gino’s • Blue Cross Blue Shield • Museum of Science • Toyota Industries Corporation • Redgate Real Estate Advisors • Boston Athletic Association • GoVenture Capital Group

EDUCATION

Brandeis University, Waltham, MA
Bachelor of Arts
Major: Political Science; Minor: Philosophy

Suffolk University Law School, Boston, MA
Juris Doctor (Massachusetts Bar Admission, 2003)    

Download Resume