Insights. Analytics. Strategy.
Turning insight into action that drives meaningful growth
Proven Results
-
![]()
AI Integration
At Liquid Agency, I led the first integrated Research & Analytics function, embedding AI to accelerate insights and trend detection—shaping brand, customer, and employee strategies for Fortune 100s and emerging brands
-
![]()
3X Customer Growth
When inflation and slowed velocity challenged growth at Impossible Foods, I conducted custom research and data analysis with verified buyers to uncover what truly attracts and retains customers, then delivered insights-driven recommendations and partnered cross-functionally to implement them—resulting in 3X market penetration within 18 months and a scalable revenue growth plan for continued expansion.
I also created the first Brand Playbook, now leveraged across all customer sales pitches and onboarding.
-
![]()
Profitable Turnaround
At Kimberly-Clark, I reversed a 7-year sales decline by using data-driven storytelling to sell in 100% of new products, save at-risk items, and strengthen retailer partnerships—restoring the business to profitability.
-
![]()
2X Revenue
I led insights and positioning for the launch of Fresh Step Clean Paws, and created an innovative new segmentation methodology that shaped brand messaging and retailer sell-in. The result: $50M in first-year sales—double projections—and recognition on the IRI Pacesetters list.
-
![]()
Brand Defense
At Kimberly-Clark, I saved U by Kotex from being discontinued after P&G lobbied a major retailer to drop the brand. Using insights from my analysis, I built a compelling data story proving the brand drove incremental revenue, attracted new customers, and grew category sales. Not only did I secure the brand’s shelf presence, I also sold in new product lines and influenced corporate strategy to protect U by Kotex at other retailers.
Featured Case Study: Insights-Led Behavioral Change Marketing
An example of insights translated into creative strategy that impacts behavior change at scale.
Planet vs. Plastic — Brita
This project marked a meaningful milestone in my career: my first opportunity to be part of a mission-oriented, planet-forward initiative—and to be trusted not only with insights and strategy, but with originating the creative direction for a behavior-change campaign.
When Brita pivoted away from a sports-led marketing strategy, initial ad concepts failed in testing. I led deeper qualitative research to uncover what truly motivated the target consumer. The insight was clear: our target consumers were active and health-oriented and had a preference for exercise in nature—hikes, beaches, lakes, and rivers. Nature was their sanctuary. What emotionally disrupted them most was encountering plastic waste invading those spaces, particularly bodies of water.
That emotional disruption became the behavioral trigger for change.
Using an insights foundation I developed combining a behavioral-change based framework with consumer psychology, imagery preference, validated messaging, and barrier analysis—I originated a creative direction designed to move people to action. The strategy relied on sharp visual juxtaposition: the beauty of nature contrasted with the intrusion of plastic pollution. I recommended anchoring the story in a powerful, shared symbol—a major U.S. river that impacts millions—which led to the use of the Colorado River as the campaign’s narrative backbone.
The concept was brought to life through:
Nature-centric imagery aligned to emotional drivers
Localizing the issue by featuring a famous nature landmark that impacts a large population of the US.
A documentary-style narrative led by National Geographic photographer Pete McBride, visually tracing the river from beauty to wasteland
“Sticky” stats and top-performing messaging validated through testing
Behavior-change framing that reduced the perceived convenience barrier of single-use plastic water bottles while featuring a sustainable alternative (the new Brita filtering water bottle)
A clear, inclusive call to action (“there are easy steps we can take…,” “let’s make a pledge”, “I’m pro-planet. How about you?”)
And the results? Year 1 revenue of the newly launched improved Brita filtering water bottle exceeded 3X the projected revenue.
White Paper:
Introducing a Consumer 360° Segmentation Model
Publication:
A Conceptual Framework for Studying Safety Climate and Culture of Commercial Airlines
-
At the heart of my work is a simple belief: when you develop meaningful insights you unlock the power to grow, influence behavior, inspire change, and build something that lasts.
That belief has been the through-line of my career from studying human factors at NASA, to helping tech companies and founders bring new ideas to market, to guiding nonprofits and purpose-driven brands that want to change the world. My toolkit is research and insights, but my true focus is providing insights that drives transformation: solving problems, setting businesses and teams up for success, driving clarity, creating narratives that resonate, and inspiring change that matters.
I collaborate with companies that want to make a difference — whether that means launching a product, driving adoption of new technologies, or reshaping how people live and work. When insights lead to action, real impact happens.
My work is about creating better outcomes for businesses, and for people.
I’ve worked with…
