A little bit about me... I am a son, brother (youngest of 3), cool uncle, lowkey-chef, friend, vinyl collector, and creator of many things.​ As a Cultural Strategist, I bring fresh thinking to the table that elevates output and enhances working relationships.

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I entered the advertising industry in 2021 as a Digital Content Strategist, but have since pivoted into Cultural Strategy with a focus in partnership. Like music and cooking, strategy has become an integral part of who I am. Whether I am dissecting a client brief or an NBA game, I am always searching for that "thing" to gain an edge. What is that insight? What is that key matchup that no one is talking about? And that constant search for an edge has taught me that the most effective strategies don’t come from cleverness alone, but from a place of truth and lived experiences.

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My role as a strategist goes beyond surfacing insights or cultural truths. Real strategy cannot be automated; it’s rooted in human instinct and the innate desire for connection. It is found when we immerse ourselves in cultural shifts as they happen and seek out meaningful conversations with the people who feed culture.

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Over my last five years at 160over90, I’ve helped shape work with a range of influential brands. The projects below reflect the type of thinking I bring into the room and the standard I aim to push forward with every new opportunity.