I love digging deep into an organization’s mission and purpose. I deconstruct, I challenge, and I test how real and authentic an organization is to its DNA. The conception of any organization is rooted in its story. My goal is to find that story, extract it and tell it to people, so that they know the organization is the only solution to their problem.

As the head of branding in the Office of Equity, Diversity, and Inclusion at the National Institutes of Health my chief responsibility is threefold: (1) to identify brand gaps; (2) restore the integrity of the brand to the mission; (3) build better experiences with the brand, and; (4) ultimately renew the relationship between NIH and its customers.

In so doing, I design targeted products and construct strategic messages that shift organizational culture. My expertise is in aligning brand messages to strategic business objectives, producing enterprise-level digital campaigns, setting creative direction and institutionalizing creative quality control, UX/UI design, and managing digital and social content.