I had zero industry experience when I was recruited as a Senior Planner by then-hotshop Crispin Porter + Bogusky in 2006. What I did have: a PhD in anthropology from the University of Chicago and a fascination with consumer culture. Crispin wanted social scientists who could uncover tension points in culture that create opportunities for brands.
In 2007 I moved from Miami to the agency’s new headquarters in Boulder and worked on everything from fast food to financial services. My specialty was reinvigorating iconic brands like American Express, Kraft Mac & Cheese and Fruit of the Loom. That work and others were recognized with Effies, Cannes Lions, Jay Chiat Awards, Clios and D&AD. For my efforts on Kraft Mac & Cheese, I was named Ad Age’s Strategist of the Year.
I left Crispin after 12 years and developed a consulting practice, partnering with startups and independent agencies on confidential projects, often with smaller, premium beauty and wellness brands.
In 2020, Leo Burnett hired me as EVP Strategy Director to lead the Molson Coors account. After 8 months I was promoted to EVP Head of Planning, overseeing 40+ creative strategists, comms planners and data strategists. As Head of Planning, I revamped the agency’s proprietary strategy approach and introduced it to 80+ offices in the Leo Burnett global network. My client focus was the Campbell’s portfolio and Beam Suntory bourbons, with oversight of the entire roster, including Samsung, United Healthcare, Bank of America, Kellogg’s, ALDI, Serta, Bridgestone/Firestone, Wingstop, Visionworks, Change the Ref and Art Institute of Chicago. As a result of a renewed focus on creative effectiveness, our number of Effie award finalists increased 375%.
After leaving Leo in 2023, I took some time off to drive across the US and Canada with my husband and twin teenage sons – which meant countless hours cooped up in a moving vehicle and a chance to experience parts of North America that tend to fly under the radar – before returning to independent consulting.
