Finding the nuance, specificity, and core of each brand in order to maximize its appeal, reach and growth through marketing. Throughout my career, I have had the opportunity to dig into the DNA of a wide variety of top-tier brands as well as start-ups. From molding brand narratives and activations at Allenby.fun to birthing the design-driven Flora Nero, it has been an exhilarating blend of creativity, strategy, analytics, and precise execution.My decade of being a freelance makeup artist in New York laid the groundwork for being self-driven, adapting to each brand/brief, collaborating as a team and leading my own team, and being able to focus on the smallest detail while also seeing the big picture. At the end of the day, it taught me about people. And prepared me to be able to read situations and people quickly, adapting and being flexible as needed. All of these skills I have continued to use and hone over the years building strategies, telling stories and deploying activations which resonate with the correct audience.