Abby L.

I build brand strategies that actually move people. Not metrics. People. Here's what that looks like in practice: I tripled attendance for a show nobody had heard of with zero ad spend. I drove 200 percent growth in new audiences using nothing but a prop artifact and word of mouth. Seven full campaign identities conceived and executed solo, from positioning to art direction to launch. I've spent years in the same room as Gen Z and Gen Alpha. I know what they actually think about. What moves them. What they care about without realizing they're thinking about it. I'm not forecasting trends. I'm fluent in how they actually see the world. I learned strategy by obsessing over what works instead of what best practices say should work. What I've figured out is this: most brands are solving for the wrong problem. They're trying to reach people. I'm focused on making people feel like they'd be missing something if they didn't show up. That translates to strategies that convert. Campaign concepts built on genuine audience understanding, not templates - the kind of work that actually makes a VP's job easier because it's rooted in something real. Have a brand with something real to say and no one saying it right? Send me the brief - I'll tell you honestly whether I'm the right fit.