every brand problem is a people problem.
every brand problem is a people problem.
My job is to figure out what makes people’s ears perk up.
I dig into numbers, conversations, and cultural signals to pull out insights that actually feel human. The job is part detective work, part gut instinct, and a whole lot of curiosity. Because when you understand people, strategy stops being a guess and starts becoming the GPS that gets you where you want to go.
I put that into practice at AdLab—BU’s student-run ad agency—where I worked with Blue Man Group and Celebrity Cruises (yes, the real deal). My co-strategist and I researched everything from competitors to culture to digital trends, then distilled it all into decks, proposals, and briefs designed to spark creative work.
I also built brand experience campaigns for Studio Ghibli and Kia EV6, mapping the full consumer journey from awareness to engagement to purchase. No matter the brand, the process was the same: scratch beneath the surface, find the truth about people, and use it to guide everything that comes next.
What I’ve learned about people:
We don’t buy things, we buy the way they make us feel about ourselves.
Curiosity sells better than certainty. Leave a gap, and we’ll lean in to fill it.
Nostalgia is one of the fastest shortcuts to trust.
Everyone thinks they’re the exception, even when they’re following the crowd.
Most of us want to feel seen more than we want to be right.
