Whether it’s conducting the proper market research, developing engaging communication messages, organizing pilot-run activities, leading strategic team meetings, or simply copywriting for on- & off-line communication, every measure is focused on one thing: to further develop the brand and team members.  

At the center of every brand activation plan is understanding the core values of the brand. I believe in Simon Sinek’s “People don’t buy what you do, they buy WHY you do it,” because I have seen first hand how customers gravitate to that kind of messaging. It’s an effective approach to reach an audience on your way to establishing a long term relationship with them. Once the customer connects with the foundation of your brand, what you stand for and “why you do what you do”, it ties them closer to the brand and they begin to trust you. Customers want more than just premium products, they want to be seen with innovations that reflect their values. This focus has led to many effective communication campaigns and ultimately increases in sales.

I have been leading projects and activating the “WHY” in different brands for many years. Conducting the proper market research and guiding these new entrepreneurs to global prominence has been rewarding. Many start-ups are brilliant in what they do, but often struggle to connect with their customers. My focus lies on understanding the brands I work with and finding effective ways to convey their “WHY.” At times new entrepreneurs get bogged down in so many details, that they often can not see the big picture anymore. My 20 years in brand and product communication have helped many brands successfully introduce their products and innovations to the market and I am proud to continue down this path.

This page is dedicated to those projects and the great teams I have supported over the years. I learned the ins and outs of the international sporting goods industry and have then applied those experiences to different industries. Be it a revolutionary new Pizza Box design, a sustainable Backpack brand, or even a private International School, I have successfully raised the profile of these brands because they all understood that their “WHY” is also their USP. 

Activating brands is what I do.