My Journey
I’m a product and brand strategist, author,
and
advisor. Over two decades, I’ve built,
launched, and
scaled influential tech
products and businesses for
Apple, Amazon,
and Ring.
My work spans every stage of the innovation
lifecycle, from launching iPhones globally to
shaping
entirely new product categories.
Every experience
taught me something
different about why some
products achieve
commercial success while others
fail to
connect with customers.
Together, those lessons formed the
foundation of my
approach: brand strategy is
product strategy. It
shapes what gets built,
how customers experience it,
and how it
goes to market. Ultimately, that’s how
tech
products really win hearts and minds.
Product marketing
at global scale
For six years, I led brand and marketing strategy for iPhone, iOS,
AirPods, and Holiday campaigns as part of a global team at Media
Arts Lab, helping launch and scale some of the most iconic
products to hundreds of millions of customers across more than
20 countries.
"Shot on iPhone" began as a simple idea and became Apple’s
longest-running campaign in history.
With Apple, I learned that marketing isn’t separate from the
product—it is the product. Every touchpoint was considered part of
the customer experience.
Scaling through
community
I joined Ring post-acquisition by Amazon, where I led cross-
functional marketing teams across brand, social, and the
Neighbors app. My focus was to help scale Ring from a promising
startup to a leading global home security brand with millions of
users worldwide.
Ring’s success wasn’t driven by traditional marketing. The product
itself became a powerful engine for organic growth and
community engagement. The video-sharing feature and
Neighbors app became content platforms, fueling word-of-
mouth and driving over a third of new household acquisition.
When you build community into your product, customers
become your biggest advocates.
Pioneering a new
category
At Amazon, I led brand marketing, go-to-market, and consumer
insights to build and scale Amazon Pharmacy into one of the
fastest-growing brands in the U.S. within just three years of
launch.
Operating in a highly regulated and complex industry, we had to
establish Amazon as a trusted name in healthcare. We radically
simplified the customer experience, reduced costs, and
innovated in marketing and storytelling. From launching the
RxPass Prime subscription to enabling Same-Day Delivery and
integrating PillPack, we built a new kind of online pharmacy—one
as intuitive as online shopping.
When you design around the entire customer experience, your
product becomes a powerful force for change.
Rebuilding trust
to unlock growth
Key was one of the most challenging products I’ve worked on.
Its original promise of in-home delivery enabled by smart
locks and cameras asked customers to grant Amazon access
to their homes. But its perceived value couldn’t overcome the
trust barrier.
I led the team to reposition Key as a Prime benefit and reshape
the offering around safe, convenient delivery. This was more than
a messaging change. We shifted away from in-home and in-car
delivery to focus on in-garage, in-gate, and Key for Business. We
helped turn a struggling business into a platform serving millions.
Customers care less about the technology itself than the
meaningful benefit it delivers.
Building the
playbook
I wished existed
I wrote Brand Power Built In to solve a persistent industry
problem: tech companies build products first and figure out
how to win customers later. Brand is treated as separate from
product development rather than a strategic force that shapes
what gets built, how customers experience it, and how it is
brought to market.
Over two years, I developed the original framework and
manuscript, secured a traditional publisher, created the book’s
name and identity, and brought it to readers around the world.
The result is an integrated playbook that changes how products
are built and commercialized by bringing product, brand, and go-
to-market together from day one.
