I turn what a product does into why it matters.

The work

At Estée Lauder, I built and led the product communications function from scratch — defining how a complex, science-driven brand communicates across consumers, press, retailers, and markets globally. I joined when the organization communicated in print. I led the shift to digital-native, built the in-house motion and content capability, rebuilt for social, and am now leading AI adoption into product communications. Each transition required rebuilding the function around a new relationship between the product and its audience.

Before Estée Lauder, I founded my own brand, built communications functions at startups, and led strategy at agencies for clients from AmEx to Harry Winston. The constant across twenty years: take a genuinely complex product, understand what it means to audiences who experience it very differently, and build the narrative infrastructure that makes it legible at scale.

What I bring

Technology transitions

I've been through three of these already — print to digital, digital to social, social to AI. Each time, the communications team feels the shift first and gets the support last. What I've learned to do is work out what the story needs to be and get the team ready to tell it before the moment fully arrives. We're in that moment now.

Data visualization and motion

Making complex systems legible — finding the visual and narrative form that makes capability immediately meaningful rather than merely described. For AI products especially, the capability is invisible until it's demonstrated. Motion and live demo environments turn abstraction into something audiences can see, understand, and trust.

Design systems at scale

Built communications systems and standards that hold quality across teams, markets, and output volume. For product communications at scale, consistency is a strategy — every touchpoint either reinforces or erodes how a product is understood. I build the infrastructure that maintains the standard.