My Story

I have spent my career becoming fluent in two languages: what the marketing numbers are actually saying, and what the words need to say back to move them. It's usually the thing clients notice first.

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That started at Gap Inc. right out of USC, in a merchandise planning role where I got hooked on learning how customers actually respond to pricing by testing things like "2 for $9.99" against "Buy One, Get One Free" and watching perceived value shift. That curiosity sent me to Kellogg, where marketing is taught as a whole-brain discipline: the art of storytelling paired with the science of analytics.

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From there, I moved into shaping strategy at Delta Air Lines and Reebok, then into owning both strategy and execution at two early-stage startups (both, coincidentally, named Willow). That's the arc: from running a small part of the function, to setting the strategy, to running the whole thing myself, top to bottom.​

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Today I bring the ability to operate at every level of a marketing function, tactical, strategic, or both at once, to founders, executive directors, and leadership teams who've hit a plateau, as well as the habit of teaching what I find rather than sitting on it, so clients leave able to run it themselves.​​

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Outside client work, I serve on the boards of two nonprofits and lead community programs closer to home. Both come down to the same thing: getting a room clear enough on priorities that the right decision becomes obvious.