I’m a New York-based writer and brand strategist with roots in journalism (and Florida) and a career shaped by brand marketing and corporate communications — which is a long way of saying I care about getting it right.

Over time, I’ve realized most of what I do best comes down to building foundations: the positioning, narrative, and language strong enough to hold everything else up. You could say I help build the house your brand lives in.

I have a particular talent for naming things — products, platforms, ideas… and once, a human. Along the way, I’ve helped name JetBlue’s Mint and Fly-Fi, PepsiCo’s global newsfeed Hello PepsiCo, and my daughter, Minh (arguably my most important launch to date).

I’ve spent my career working with big brands and inside large, complex organizations, helping them communicate more clearly, more creatively, and more humanly. I’ve partnered closely with Marketing, Product, HR, and leadership teams at companies like JetBlue, Loews Hotels and PepsiCo — supporting everything from brand campaigns and product launches to employee communications, culture work, and leadership messaging.

What I bring is range, judgment, and a strong feel for language, plus the ability to move easily between strategy and execution, and between internal and external audiences. I’m especially at home in the in-between moments, when the thinking is there, but the message hasn’t landed yet.

If you’re building something — or rebuilding it — I’d love to help lay the foundation.