An independent brand, marketing, and analytics strategist. I help founders, roasters, ranchers, and civic teams build positioning and identity that lasts — and I measure the campaigns that follow, so the story the data tells matches the one we set out to write.
I cover the arc from positioning to launch — strategy, identity, and the digital scaffolding that makes a brand show up consistently everywhere it lives.
Positioning, audience architecture, messaging frameworks, and go-to-market plans that align stakeholders on what to build and what to say.
Names, marks, type systems, palettes, and brand guidelines designed to scale across packaging, digital, and environmental touchpoints.
Integrated campaigns — concept through art direction, copy, influencer programs, OOH, and paid media. Built for measurable lift.
Measurement plans, KPI frameworks, channel attribution, and post-campaign evaluation — the analytics spine that turns a year of mixed-media activity into a defensible performance story for the board.
Four recent engagements — from a craft roaster in Western Canada to a province-wide beef campaign and a property-management platform for everyday Canadians.
A craft roastery positioning, identity system, and launch campaign that brought a community-first coffee brand to market across retail and direct channels.
View case study
Naming, positioning, and product marketing for a property & community app that tracks parcels, repairs, costs, and assessments.
View case study
Campaign data analytics and post-campaign evaluation for a year-long provincial brand push across OOH, TV, digital, influencer, and contest — instrumented, attributed, reported.
View case study
Performance analytics and nomination-funnel evaluation for a national recognition campaign — measuring lift against the previous platform, attributing channels, and shaping the next year's media plan.
View case study
I started out in agency work, fell in love with sectors most strategists overlook — coffee, ranching, property, civic — and built a freelance practice around brands that make things and serve real communities. I bring agency-grade strategy and design without the overhead.
I work as a single point of contact through the engagement, and bring in a tight network of designers, developers, photographers, and producers when projects need extra hands. The result is senior thinking, sharp execution, and no hand-offs.
Most projects run 6–14 weeks. We start narrow, sharpen the thinking, then expand into execution and launch — with built-in feedback loops at every phase.
Stakeholder interviews, audit of current brand and channels, audience research, and competitive landscape mapping.
Positioning, messaging architecture, brand pillars, and the strategic brief that every later decision will be tested against.
Identity system, campaign concepts, content frameworks, and digital experiences — designed in tight collaboration with you.
Launch support, media plan execution, measurement framework, and the playbook your team uses long after I'm gone.
The ideas I keep coming back to — across brand strategy, campaign design, and the measurement that follows.
The marks, palettes, and typography matter — but only as evidence of a consistent way of showing up. Identity is what a brand does every time it touches a customer; the visual system is the byproduct. I design the behavior first.
Most post-campaign reports measure what was easiest to count, not what the campaign was built to do. I instrument the work against its original mandate — recall, recognition, behavior change, conversion — and resist the gravitational pull of vanity metrics.
Coffee roasteries, ranchers, civic teams, property-data platforms — the people building real things in unglamorous industries get the most templated, least considered brand work. That's where senior thinking changes the most.
Brand books gather dust. Dashboards go stale. The artifact that matters is the moment a leadership team makes a sharper call because of work I shipped. I write every report, frame every recommendation, and design every system with that moment in mind.
I take on a small number of engagements each quarter. Tell me about the work and I'll respond within two business days with a recommended next step.