Welcome to
01.
About Me
I’ve been passionate about digital media and have been learning by doing throughout my whole career. I started off building and administering websites with HTML, JavaScript and PHP. I’ve worked in SEO and web analytics.
On top of the technical background, I pivoted to more strategic work, helping build Edelman’s social media capabilities, and working on customer journey mapping and conversion rate optimization with Ogilvy. I’ve also shared my knowledge for digital marketing through teaching at Toronto’s Seneca Polytechnic and Brainstation.
Now a remote consultant, I help brands across industry verticals improve the experiences they provide for their customers and stakeholders.
Google Ads
Email marketing analysis
ParetoHealth
UX strategy
Gilead Sciences
Led the strategic planning of a website redesign, which included site map, content planning, journey mapping.
Google One
UX strategy
Cornell University
Led discovery process involving analytics, competitive audit and in-person workshopping with the greater marketing team.
03.
My Approach
Having gone through different chapters of my career — from growing up in the agency world, to being an independent consultant and teaching — the following guiding principles have helped me navigate the journey so far.
Combine strategic with creative thinking
As a digital strategist with a decade of experience and an MBA, I try to think about situations deeply — to reframe what "is" into what "could be."
Creative Problem Solving
Problems sometimes require solutions that haven't been proven yet.
Cultivate empathy
Seen or unseen, everyone has some kind of challenge or unmet need. Realizing and remembering this helps everyone form a shared understanding.
Adaptability
Change is a constant — both out there in the world as well as in our inner selves. Striving for continued growth is essential — not just for survival, but for learning more about one's self.
