Your brand is visible, but not distinct.
You have the product, place, or idea. What is missing is a position people can recognize, repeat, and value.
I lead ambitious brands to imagine what's next.
The problems I solve
Luxury is not only what you sell. It is what the customer believes it says about them.
Your story explains. It does not persuade.
The brand has facts, heritage, and ambition, but no narrative that turns those assets into desire, relevance, or status.
The next move could dilute the brand.
A launch, repositioning, partnership, or category expansion needs a cultural reason to exist, not only a commercial one.
My approach
Culture is the fibrous human experience.
It becomes capital when a business recognizes which parts of that experience carry value and activates them deliberately toward a specific outcome. Cultural strategy defines the meanings a brand has the right to activate.
What you receive
Strategy that creates a decision, not another document.
FocusDeliverablesBuyer outcome
Strategic diagnostic
Leadership workshops, objective research, commercial analysis, customer and cultural context
A clear view of the issue, grounded in what the business has done and what actually happened.
Positioning and North Star development
An ownable position, clear brand language, decision-making principles, execution guidance
A strategy that leadership can act on and customers can feel.
Fractional strategy leadership
Senior counsel on expansion, partnerships, portfolio decisions, mergers, and other consequential bets
An external strategic perspective that understands both the business and the brand.
The entry engagement
Cultural Capital Diagnostic™
A focused strategy engagement for a launch, repositioning, partnership, or category problem.
We identify what the brand currently signals, what the audience needs it to mean, and where the strongest strategic opportunity sits. You leave with a clear diagnosis, a recommendation, and the language needed to move forward.
Inquire about the diagnosticSelected proof
Built from inside luxury
Founder of Ilium Wing, a fine-jewelry brand developed across culture, craft, and capital.
Selected as a COUTURE Emerging Designer, presented at Wynn Las Vegas, and featured by National Jeweler and JCK.
Trained across complex categories
Corporate brand strategy experience where business pressure and human behavior meet.
Strategy work across finance, hospitality, energy, medical technology, retail, CPG, social impact, and culture. Experience includes Abbott Technologies, Bristol Myers Squibb, Sprite, Georgia Power, Burt's Bees, JPMorgan Chase, CARE, HBO, Dollar Tree, Metro by T-Mobile, Spirit Airlines, and the launch of Fathom under Carnival Corporation.
Work with Ama
If the problem is not simple, the strategy still should be.
Tell me what is changing, what is stuck, and what decision you need to make.