From a young age, I’ve been fascinated by people—their vast diversity, their thoughts, and what drives them. Psychology, sociology, and anthropology captivated me both in and out of the classroom, shaping how I view the world and, ultimately, how I approach marketing and communications.
During my undergraduate studies in Strategic Communications, some of my favorite courses were Case Studies in StratComm and Campaign Management—where strategy met storytelling in a real-world context. (Honorable Mention stand-out courses that had nothing to do with my major but everything to do with my societal curiosity: Material Girls, a women’s art study, and Hollywood in American History.) I was way ahead of the booming nostalgia trend when I wrote my Case Studies thesis on the cultural impact of the Barbie brand on American consumers. For the record, 1992’s Totally Hair Barbie remains the best-selling doll of all time. You can take the girl out of the ‘90s, but you can never take the ‘90s out of this girl!
Over time, my interest in cognitive and behavioral psychology as it relates to business deepened—how people process information, make decisions, and form habits. Add in sociology and anthropology, which explore the power of culture, social structures, and group influence, and you get an interesting equation:
Psychological Influences (A) + Sociological Influences (B) = Consumer Behavior (C)
Understanding how these forces interact isn’t just academic: brands need to build real connections that withstand the test of time. Marketing isn’t just about selling, it’s about uncovering what people want or need and why.
Now listen, I’m a Communications major, not a mathematician—but this just makes sense!
For the past decade, I’ve been lucky to channel this passion for connecting people through Events and Marketing, most recently in the emerging Regenerative Medicine and Biomanufacturing sector within the Life Sciences industry. Now, I’m thrilled to bring that experience, with my passion for branding, to the B2B advisory space at York IE where strategy and creativity go hand in hand.
And York IE? It’s built differently.
The individuals and philosophy here are rooted in innovation, forward-thinking, and a people-first mentality. It’s a team that challenges industry norms, embraces modern methodologies and new technology to help companies scale faster and smarter to rewrite the outdated playbooks for startups and growth-stage brands.
Our office, housed in a former late-1800s cigar factory in Manchester, New Hampshire’s historic Millyard, is a symbol of generational innovation. Walking into our top-floor space, with planes soaring overhead, you can feel the energy, the history, and the message:
“The sky isn’t the limit—it’s just the beginning.”
I’m thrilled to be here at the start of what’s sure to be an exciting journey. I look forward to collaborating, storytelling, and helping to build the next generation of powerhouse brands.
To the skies and beyond!
