Brand Strategist, Curious Person.
I've always been fascinated with brands.
They really seem to get us. They know our aspirations. They speak to the ideal versions of ourselves. They embody our beliefs.
This fascination naturally led to a career in fashion and beauty. From PR agencies to running marketing for iconic brands like Sephora, Marc Jacobs, and Swarovski, I immersed myself in the industry. I saw brands like Warby Parker and Away popping up and became intrigued by the whole direct-to-consumer space. These new DTC brands had unlocked a way to build brands that resonated more deeply than ever before.
My curiosity was piqued. In 2016, I launched Brevity, a direct-to-consumer, technical apparel brand. I wanted to learn how to develop, launch, and build a brand from scratch.
I learned all that, and then some. Though, the most compelling thing I learned was there's so much more to a brand than meets the eye.
In hindsight, I had built a brand that tapped into a niche community that I didn't really belong to. While it was a viable business, it didn't feel authentic. Enduring brands know what they believe and consistently embody those beliefs. I hadn't taken the time to uncover my own deeply rooted beliefs so I embarked on a journey to find this elusive thing called: purpose.
I trained in CTI's Co-Active® coaching model. I read books on branding, behavioral economics, and psychology. The ideas that resonated most were Simon Sinek's concept of finding your why, Daniel Pink's work on intrinsic motivation, and Cal Newport's argument for mastery over passion.
On this journey, I found that my why was to lead with curiosity to spark fresh ideas. I'm intrinsically motivated by the process of learning and mastering my craft. That craft is brand strategy.
P.S. a few fun facts about me...
Purpose: To lead with curiosity to spark fresh ideas.
City: San Francisco (previously New York, San Diego, Los Angeles).
Originally from: Burbank (grew up at this little donut shop).
Morning routine: Deeps breaths. Green smoothie. Silly dance sesh with my baby girl.
Fave workout: Jogging by the water while listening to audiobooks/podcasts.
Happy place: Insightful conversations. Writing at bright, airy coffee shops.
Drink of choice: Smoothies, I'm obsessed with creating new concoctions!
Indulgences: California burritos (aka burritos with guac and fries).