An extra strategic brain.Without the extra headcount.

Ready to work with brands, agencies and businesses. Request a call to check my availability.

years in planning: 13
brands: 40+
industries: 11

What I'm best at

These are my two specialties, though I can help with more. Request an appointment and tell me what you need.

Strategic Planning

Who are you, who are you for, and why should anyone choose you? A great logo might turn heads. But a great brand strategy is what makes people remember you, seek you out, and stick around. I uncover what makes your brand different, relevant, and worth choosing, giving customers a reason to care and your sales team something more compelling to say than “We're running a promotion.”

What you get

Category, competitor, and brand positioning analysis
Target audience segmentation and actionable consumer insights
Brand and product assessment, including key challenges and opportunities
Brand Strategy, Brand Equity, Brand Proposition, and Brand Architecture

Integrated Marketing Communications Planning

What to say, where to say it, and when, so your channels aren't all talking over each other. Even the best message falls flat when every channel tells a different story. I turn brand strategy into a connected communications plan that brings every touchpoint together along the customer journey. The right message, to the right people, at the right time. Every channel plays its part. Every interaction builds on the last. And instead of spreading your efforts thin, I make them work harder together.

What you get

Category and competitive landscape analysis
Target audience profiling and key communication insights
Identification of core brand communication challenges
Communication Strategy
Creative Way-in
Integrated Communication Framework

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How I Work

Six straightforward steps, from our first conversation to the final wrap-up, and who knows, maybe the beginning of something new.

01
First, Let's Get on the Same Page
It all starts with a conversation about your business, the challenges you're facing, and what success actually looks like to you. The better I understand the problem, the less guesswork down the road. Sensitive information? We'll sign an NDA before diving in.
02
Clear Scope. Clear Fees. No Surprises.
I'll put everything in writing: the scope of work, deliverables, and service fees. No tiny asterisks or last-minute surprises. Once the agreed upfront payment is received, it's officially go time.
03
Think Deep. Brief Smart.
I dig into your category, competitors, and target audience to uncover insights and shape a clear strategic direction. Then I turn those findings into a client brief (when working directly with a brand) or a creative brief (when partnering with an agency). Either way, the goal is the same: a clear problem to solve, with enough room for great ideas to take shape.
04
Setting the Stage
I bring strategic thinking and creative ideas together into one cohesive, compelling proposal, collaborating with the creative team when working alongside an agency.
05
Less Presenting. More Connecting.
I walk you through the proposal, together with the creative team when collaborating with an agency. Think of it less as a PowerPoint monologue and more as a conversation, a chance to ask questions, exchange perspectives, and make sure everything clicks.
06
That's a Wrap. What's Next?
We'll look back at the project together: what worked, what could be better, and where things could go from here. And if you enjoyed working together, I'd be happy to help tackle whatever challenge comes next.

Experience

Planning with real business acumen, built on a hybrid career: a planner and a tech startup founder.

A planner

2017 – now
Independent Strategic Planning Consultant
Brand strategy and integrated communication frameworks for 40+ clients across 11 industries.
2017
Senior Strategic Planner, BBDO
Campaign strategy for Suntory PepsiCo's Lunar New Year, the Oppo F5 launch and Fonterra's new product line.
2014 – 2016
Strategic Planner, The Purpose Group
Brand-building campaigns for Friesland Campina, Vinasoy, Samsung Mobile, Bayer and Fonterra.

A tech startup founder

2024 – 2025
Co-founder & Head of Growth, Snapcut.ai
AI tool that turns long videos into shorts. Positioning and messaging for the launch: 22,000 users with zero marketing spend.
2021 – 2024
Co-founder & CEO, OnMic
Social audio platform. Built the brand and community from zero to 210,000 users, with 67% day-30 retention against a 10% industry average.
2017 – 2022
Founding Partner, Alley 51 Ventures
Venture builder made up of contrarian start-ups that exist to solve the world's hardest problems.