I approach strategy as a quiet discipline.
It begins with observation — reading the market, the organization, and the people within it. Through internal and external analysis, marketing intelligence, and careful research, patterns emerge and truths surface. From this clarity, positioning is shaped — not forced — defining a brand’s natural place in the market.

Planning becomes a process of alignment, and tactics are chosen like brushstrokes: deliberate, restrained, and purposeful. Channels, messages, and timing work in harmony, guided by insight rather than noise. The result is strategy with balance — clear direction, confident execution, and decisions that feel inevitable because they are grounded in understanding.