About Me

For more than 20 years, I've built my career on a simple belief: organizations grow when they truly understand the people they serve. I lead research and experience strategy for organizations navigating growth, complex customer ecosystems, and the kind of transformation that only happens when you get the human truth right first — then translate it into decisions leadership can actually act on.

My career has taken me across technology, retail, advertising, insurance and financial services, beauty and personal care, household care, and pet care. Along the way, I've partnered with — and led work for — teams at Target, Meta, State Farm, Kellanova, Procter & Gamble, Clorox, and other Fortune 500 organizations, solving complex challenges spanning acquisition, activation, retention, loyalty, innovation, and end-to-end customer experience. At Target, I've led the discovery, journey mapping, and service blueprinting behind cross-functional experience strategy — orchestrating Product, Sales, Engineering, and Design around a single vision — and built and launched a client-facing advisory board from the ground up to keep that strategy grounded in the voice of the customer. Outside my corporate work, I've also built and led my own company, Twist of Fête Experience, giving me a founder's fluency in turning insight into a business that has to work.

While my title has evolved — from consumer insights leader to UX researcher, research strategist, and service designer — my focus has stayed constant: uncovering the human truths that help organizations build products, services, and experiences people genuinely value, and leading the teams and stakeholders it takes to get there.

I specialize in turning ambiguity into clarity — for the business and for the people trying to act on it. Whether I'm leading foundational research to identify new growth opportunities, mapping a fragmented ecosystem into a coherent service blueprint, or facilitating discovery across a room of stakeholders who've never agreed on the problem, I bring together qualitative insight, quantitative rigor, behavioral data, and business context to uncover not just what people do, but why — and what to do about it.

Over the course of my career, my research has informed more than $150 million in identified business impact, supported the launch of more than 40 products, and shaped strategy across six Fortune 50 and Fortune 100 organizations. I believe research only creates value when it drives action, which is why I put as much energy into stakeholder alignment, storytelling, and activation as I do into methodology and analysis - the insight is only half the job; getting an organization to move on it is the other half.

That leadership is grounded in real craft, not distance from it. I'm still the one in the room leading the co-creation workshop or facilitating discovery with a VP who's skeptical it's worth the time, because staying close to the work is what makes the strategy credible. I've designed and led research across a wide range of methods, from in-home interviews and diary studies to journey mapping, service blueprinting, concept development, and global in-depth interviews. I enjoy matching the right method to the problem, and adapting fast when the business need changes underneath me.

My approach has been shaped by a career-long commitment to continuous learning. After beginning my career as a four-year INROADS intern at Procter & Gamble, I've deliberately sought out experiences that broadened my perspective and sharpened my craft — training through RIVA, IDEO, and storytelling and influence programs that shape how I design research, synthesize findings, and move stakeholders to act.

Today, I'm particularly energized by the intersection of consumer behavior, growth strategy, and AI-enablement. I use AI to accelerate synthesis and scale insight generation — while holding firmly to the belief that human judgment is still what makes research design, interpretation, and stakeholder trust actually work.

Beyond my professional work, I've always been passionate about giving voice to underserved communities until they can find their own — a commitment that's led me to champion inclusion initiatives throughout my career and volunteer with organizations including INROADS, Big Brothers Big Sisters, Dress for Success, and Jewish Family Services.

Originally from Cincinnati, Ohio, I've called several cities home over the course of my career, having settled in Atlanta roughly 10 years ago - continually inspired by the diversity, creativity, and entrepreneurial spirit that make it such a dynamic place to live and lead.

The projects featured in this portfolio represent the work I find most meaningful: helping organizations understand people more deeply, lead with clarity, and build experiences that create value for the people they serve and the business behind them.