My Story

I’m naturally curious problem-solver who thrives in ambiguous and scrappy environments.

My background blends business analytics and an emerging field called digital culture, where I learned to think critically, question assumptions and combine instinct with data to solve complex questions.

I approach all challenges like an investigative journalist: connecting dots across data points to uncover insights and tell compelling stories.

Being at the confluence of a global pandemic, presidential election, and Black Lives Matter movement has shaped how I see the world. I keep finding myself drawn to: Culture, behavior and what drives people.

CV:

May 2021

Arizona State University

Digital Culture

📝 Thesis: "A Critique on Diversity & Inclusion: A year-long data journalism investigation surrounding D&I in big tech"

🔗 Link here

My journey into strategy started with my thesis, where I explored brand perception and credibility. It was here that I first realized the power of positioning — how brands can shape meaning beyond product, and why the most impactful work isn’t just about sales, but about relevance, resonance, and meaning over time.

August 2022 - Present

Adidas

Brand Strategy + Marketing Intelligence

When I joined Adidas, the brand emerged from a performance-marketing-heavy pandemic approach. Brand building had taken a back seat. There was a clear need to bring clarity, measurement, and meaning back into the marketing strategy — to link creative efforts to long-term brand impact, not just short-term conversion.

Over two years, I helped lead and implement a transformation in how we understand, measure, and guide brand strategy across categories. My work helped build a feedback functionality that shaped high-level marketing decisions and strategic planning globally.

Key Contributions at adidas

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