Brand and narrative strategy for frontier technology companies from category creation to global scale.

Roles & Duties

• Architected the company’s full positioning, narrative architecture, and brand system from stealth through enterprise adoption
• Defined and launched new category (“Operations Health”), repositioning from point solution to system-level infrastructure
• Built narrative system used across product, sales, and leadership—driving cross-functional decision alignment
• Led brand evolution as product expanded, aligning story with platform reality and broader enterprise buyers
• Directed global storytelling, PR, campaigns, and design systems across multiple audiences
• Built and led hybrid team (internal + agency), enabling scalable, high-quality execution
• Designed and led experiential brand systems (events, environments, interactive assets) that made abstract problems tangible and drove
  high-engagement pipeline
• Generated $10M+ in contracted revenue and built pipeline from $0 to $100M+ within first enterprise deployments
• Supported multiple funding rounds (Pre-Seed → Series A)

Company Overview

CalmWave fuses alarms, vitals, and EHR data into real-time intelligence that scales across hospital systems, driving safer care and stronger performance.

See Case Study

Roles & Duties

• Built brand and product narrative for wireless ultrasound entering conservative medical category
• Designed positioning and category logic that established Vave as credible challenger vs incumbents
• Created early adoption engine (KOLs, clinical validation, storytelling) to drive trust and traction
• Introduced subscription/UaaS model aligning product with buyer behavior
• Led work that earned 7 global design awards and accelerated adoption
• Drove 70x revenue growth through eCommerce launch, subscription model, and early adoption strategy

Company Overview

Vave Health is a Series-A startup, offering ultrasound untethered — wireless, low-cost, all-inclusive technology for clinicians everywhere.

Roles & Duties

• Rebuilt brand architecture for dual-market robotics company (clinical + industrial)
• Designed unified narrative system with differentiated audience logic—eliminating market confusion
• Shifted positioning from “interesting robotics” to credible solutions partner through proof-led narrative
• Introduced industry-first eCommerce and subscription models later adopted across category
• Led global brand system across NA, EMEA, APAC
• Expanded customer base by 98 accounts during strategic repositioning

Company Overview

Ekso Bionics (Nasdaq: EKSO) is the world’s leading developer of robotic exoskeletons for industrial and medical applications. Ekso is one of Time’s “50 Best Innovations”, Wired’s “Significant Gadgets”, and MedTech Breakthrough’s “Best Robotics Healthcare Company”.

See Case Study

Roles & Duties

• Led brand experience strategy for Model 3 public debut (LA Auto Show), generating 20K+ leads, ~$50M pipeline, and national press coverage
• Authored showroom and delivery experience frameworks scaled nationally
• Built partnership strategy integrating luxury + cultural positioning
• Delivered 250+ live sessions onboarding ~20K customers, defining the delivery experience model now used across global markets

Company Overview

Tesla (Nasdaq: TSLA) is the global leader in electric vehicles and clean energy, designing and manufacturing electric cars, battery energy storage, solar panels, solar roof tiles, and related products and services.

Roles & Duties

• Repositioned and relaunched dormant SaaS platform through full narrative, pricing, and business model redesign
• Introduced AI-driven product strategy and automated data infrastructure at scale
• Rebuilt commercial foundation into scalable subscription model

Company Overview

Dimension Express is the pioneer source for all construction and building appliance dimension needs, providing over 60,000 specs on demand since 1993.