Evidence + Empathy + Ingenuity

I fuse the rigor of data, a deep understanding of people, and inventive thinking to help brands make better, braver decisions.

Competitive advantage isn’t having more consumer data.

It’s knowing what to do with it.

Consumers produce more clues about their needs than ever before, but those signals are scattered across data sources, research, platforms and teams. Each tells just a small part of the story.

Connecting them is the essential first step.

But even connected, signals can’t tell the story on their own. Data shows what people do - it takes fluency in human understanding to explain why, and creative solutioning to do something about it.

I believe connecting evidence, empathy, and ingenuity unlocks a fundamentally different way to find, create, and capture growth.

01

Evidence

Thousands of signals, connected into one view of the customer. First-party data, brand tracking, syndicated research, behavioral signals, and synthetic audiences, with measurement proving what worked.

02

Empathy

Data shows what people do, but behavioral science explains why: the biases, social norms, and emotional triggers behind a choice. This is where “who they are” becomes “what moves them.”

03

Ingenuity

The ideas that turn understanding into change: expansion audiences, competitive whitespace, foresight tools, and the energy that builds momentum behind them.

Evidence without empathy is a spreadsheet.

Empathy without evidence is a hunch.

Ideas without both are a gamble.

But together, they’re how brands get braver.

Meaningful connections drive choice,

and choice drives outcomes.

120%

Uplift in action intent plus 4x lift in top-of-mind awareness

-Global Beverage Company

4x

Lead growth with 37% lower cost per application

-Major Financial Services Client

Proof of Concept

Where evidence + empathy + ingenuity turned into something exceptional.

From static input to decision system
I led an audience-planning solution for a Fortune 100 beverage company that connects first-party data, brand tracking, AI scoring, activation, and closed-loop measurement. It’s client-owned, and it scales globally in 2027.

Reinventing media for a global QSR brand
I’m redesigning how audience strategy, personalization, media, and AI-enabled decisioning work together, and advising senior leaders on data, operating model, and automation.

The voice of the consumer in an $80M pursuit
I made audience thinking the thread that tied media, creative, and content together, work that one agency Chief Strategy Officer called “one of the most consequential aspects of the entire response.”

Building a practice, and keeping the people
I built a centralized Consumer Intelligence practice from scratch, serving media and creative teams across four agencies. It grew 3x year over year and kept the lowest attrition in the company.

Proving what B2B marketing is worth
I built the measurement backbone for a Fortune 500 company, using MMM, causal attribution, and performance analytics to drive demand among senior buyers and sharpen media investment worldwide.

Making synthetic audiences practical
I moved synthetic audiences out of the lab and into real marketing decisions. Simulations now help teams test ideas, understand hard-to-reach audiences, and invest with more confidence.

Beyond the Desk

Cannes Lions Judge, Data-Driven Creativity · Speaker, Google Data & Analytics Summit · Speaker, The Market Research Event (TMRE) · Board member and mentor