Places I’ve worked

Founder/Principal Consultant | Firstwater, LLC | Chicago, Illinois | 2004-Present

Independent practice in communications design, UX design, web design, brand identity, brand strategy and qualitative research.

SVP Strategy Director | Digitas | 2022-2023 

Led a team of strategists and data scientists to develop audience micro segmentation of both healthcare providers and consumers for Pfizer.

• Developed go to market strategy for both HCP and DTC for Pfizer’s new treatments for atopic dermatitis and alopecia areata.

• Led a team of interdisciplinary strategists and UX designers to set the strategic agenda for Bank of America Business and Strategic Growth Initiatives lines of business.

• Discovered insights to drive the creation of an integrated digital thought leadership ecosystem experience strategy and prototype (Bank of America).

• Created go to market strategies for Working Capital Manager, Merchant Services, and a Center to empower diverse-owned businesses. (Bank of America)

VP Global Strategy Director | Leo Burnett Worldwide | Chicago, Illinois | 2012–2022 

• Led a team of brand strategists to uncover insights for Samsung (global), NewsNation, Optum

• Health, NatureMade Vitamins, and Nintendo of America.

• Developed digital transformation strategy for the MyWalgreens app, expanding it from just a loyalty program to a health engagement platform.

• Created an agile social content studio and generative creative briefing tools and test-and learn protocols that generated revenue, integrated disciplines and boosted earned impressions 800% globally for Samsung (Software Services).

• Led strategy for Nintendo of America to reach more diverse underserved audiences.

• Developed brand strategy concepts and audience insights for United Healthcare Group.

• Led an innovative brand strategy for the launch of NewsNation, a new national cable news network, through discovering unmet needs in the market.

• Led a global team of social strategists to create consistent global brand infrastructure and voice on social media for Samsung Electronics.

• Collaborated on brand strategy for new flagship smartphone launches, and brand purpose roadmap for the next decade.

• Led agency strategic brand innovation response to COVID-19, for tech and retail clients.

Adjunct Professor | IIT Institute of Design | Chicago, Illinois | 2011-2013

Taught graduate-level courses in design strategy, product design, brand strategy and introduction to user-centered design methods both to first year students and industry leaders in the Executive Master of Design Methods (MDM) Program. Founding member of be*LAB, the IIT Laboratory for Behavioral Economics. 

VP Executive Creative Director | WHITTMANHART | Chicago, Illinois | 2000-2004

Led a team of 20 Strategists, Art Directors, Writers, and UX Designers in a busy digital agency. Clients included United Airlines, P&G, Pfizer, Johnson & Johnson (pharma and medical devices), Abbvie (pharma), CIVITAS (nonprofit), and Parlano (Microsoft).