Researcher and Strategist

Combining curiosity, empathy, and strategic thinking to deliver insight-driven impact for brands.

Over the years I’ve had the privilege of partnering with a variety of clients, including non-profits, startups and Fortune 500 brands. Spanning across categories, including tech, media, health & wellness, fashion, food & bed, finance and beyond.

I collaborate with brands and agencies to help them better understand the people they want to connect with. I focus on:

• Tackling a range of questions and needs. Including, but not limited to: brand positioning, innovation, product design, category exploration, comms strategy & development, UX, trends, target illumination.

• Designing and leading research to help guide strategic business decisions. Whatever it takes: primary qualitative research, secondary desk research, as well as overseeing and collaborating with quantitative researchers.

• Guiding rich conversations, in both English and Spanish. Across a spectrum of methods, including: focus groups, ethnography, diary studies, IDIs, stakeholder interviews and co-creation sessions.

• Leading nuanced and sharp analysis to pinpoint the most salient insights, identify unmet needs and develop a compelling story to bring client teams along the journey.

• Building deliverables that weave insights with strategic opportunities. Such as: target deep dives, personas, trend reports, brand and product platforms, concepts, value props, and more.

Past life:

• Prior to freelancing, I spent 7 years working as a consultant at the magnetic collective.

• Before that, I was an anthropology nerd (still am!): pursuing an MA in Sociocultural Anthropology at Columbia University, after getting my BA in Anthropology at University of Virginia.