I didn’t grow up dreaming of branding frameworks or talking about “talent optimization.”

I come from the front lines with 30 years in the thick of messaging, hiring, training, and rebuilding broken teams and unsold products. 

Store Manager. Agency recruiter. In-house builder. Team fixer. Strategic fire extinguisher.

I’ve worn every hat in the hiring world—and carried most of them uphill.

What I saw again and again was this:

Messaging needs to be fixed all over
Great people were leaving great companies.
Great companies were invisible to the people they needed.
And leadership was often out of sync with the brand they thought they had.