Creative Strategist · Brand Builder
Hi,
I'm
Fiona.
"I have a very low bar for what fascinates me."
A strategist I once interviewed told me that. I think about it all the time.
Because the truth is, I'm fascinated by a lot — the way the subway system works, infrastructure at large, mid-century modern furniture, CPG branding, weather patterns. None of it feels random to me. It's all input.
That's what I love most about being a strategist: nothing is wasted. The world is constantly offering clues, patterns, and ideas. You just have to be paying attention.
What drives me
From high-end skincare to inclusive cosmetics — crafting campaigns that elevate identity and build genuine community.
Luxury to mass marketBold, flavorful branding experiences that connect people to products the way a great meal connects people to a place.
CPG · HospitalityI chase the moments where brands stop being brands and start being part of someone's life — through design, language, and timing.
Cultural strategyI love to travel. I love museums and culture. I bring all of it to the work.
NYC · London · Paris