My career started with a simple observation: the most interesting strategic problems couldn't be solved with conventional research approaches, no matter how expertly applied. That observation became a through-thread for the rest of my career.

Over 20 years, I’ve built and led Cultural Insight practices at some of the most respected research and strategy firms in the industry in Flamingo, Kelton, and LRW/Material. Most recently, I led the Innovation & Future Spaces team at Diageo North America, working across their entire brand portfolio as part of a seconded role.

My professional expertise spans semiotics, cultural foresight, brand strategy, and innovation - applied across categories including food & beverage, technology, retail, financial services, beauty, and entertainment.

I also work differently than most consultants in this space. I’m creating unique AI workflows to source and process cultural material at scale, stress-test strategic positions, and accelerate early-stage foresight work.

An avid home cook and casual gamer, I spend much of my free time walking my rescue pitsky Ernie and playing Madden 26 with a 10 year old.