My approach to brand strategy is to set brands up for better plays — much like volleyball, and a good strategy is like a good set.

What makes a good set, good, is responding to the pass, selecting the right play to run, and setting the hitters up to score. A good strategy is about responding to trends, selecting the right insights, and setting the creatives up for success.

Over the past decade, I have gained experience on both the strategic and the creative side of brand building working for big brands like Yeti, CVS, ABinBev, Evolution Fresh, and Ocean Spray.