I’ve spent 12 years learning how to make stories land.

Most of my career has been spent in rooms where the work is complex and the stakes are real — where getting the story right isn’t about clever copy but about earning trust from people who need to believe you before they’ll follow you.

At Stanford, I spent eight years managing digital strategy across 36 varsity sports. That meant building content systems that could serve a women’s volleyball program with the same rigor as a nationally televised football broadcast. It meant 1.3 billion impressions, 1.75 million followers, and a Heisman campaign that became a case study in how one story, told through the right system, can shape a national conversation.

At Hoag, one of California’s top-ranked health systems, I inherited a noisy social presence and rebuilt it from the foundation. The counterintuitive move — cutting content volume by 70% — drove a 169% increase in impressions per post. The lesson that runs through everything I do: fewer moves, greater movement.

At City of Hope, I led content strategy for a nationally recognized cancer center’s expansion, coordinating campaigns that bridged clinical credibility with human storytelling — including a patient celebration that earned national coverage on ABC World News.

Now, as a fractional strategist, I bring that same discipline to any organization navigating complexity — whether that’s a PE-backed SaaS company trying to unify its narrative, a healthcare system balancing clinical authority with community warmth, or an athletics program building a brand that transcends any single season. The methodology is the same. Find the story. Architect it. Build the system that compounds.