I realized my sweet spot wasn't just marketing or being a jack of all trades. It was at the precise intersection of brand strategy, core messaging, and customer lifecycle architecture.
I became obsessed with diagnosing and designing the customer journey, not as a funnel to optimize, but as a relationship to build.
This drives the strategic questions I ask: How does someone feel the moment they discover your brand? What makes them trust you with their email? When do they need guidance or education? When do they need a strategic nudge, and when do they need space?
During this time, I also launched two passion projects:
Good Words & More, a creative messaging studio, because I believe that even as AI floods inboxes with templated content, human-centered messaging is what will set brands apart. People don't stay because of a clever subject line, they stay because they feel seen.
And my Substack, where I explore my love of words, email marketing, and the psychology behind why certain messages land (and others don't).
Through these last 10 years of working in branding and marketing, I’ve learned that the brands I want to support don't just want customers, they want brand advocates. And building that strategic foundation starts with showing up at the right moment, with the right message, and actually caring about the people on the other side of the screen.
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In 2021, I had what I like to call my quarter-life crisis. I was living the "American dream" in New York City, working in brand marketing at one of the top beauty companies, yet I felt deeply unfulfilled. So I bought a one-way ticket, packed my bags, said goodbye to friends and family, and moved to Barcelona.
I quickly fell in love with the city, but I realized the love was lacking in my career. I needed to align my expertise with purpose-driven brands actually making an impact.
I started working for an ambitious, fast-growing boutique fitness company, where I spent two years being a jack of all trades. That experience provided crucial exposure to lifecycle architecture and messaging, complementing the brand expertise I'd already built. When asked to move to Manchester, I couldn't trade the Barcelona sun for the rain. That decision sparked the next four years of strategic consulting and freelancing, and it changed everything.
After working closely with many different companies, I noticed a pattern. Most brands were heavily invested in acquisition, getting people to sign up, make a purchase, or start a trial.
But I kept coming back to the same obsession: What happens after someone says yes?
I began partnering with brands at every stage, from early startups building their first website and email flows, to established companies refining their retention and lifecycle programs, and everything in between.