Research, cultural analysis, strategy, commentary and essays on the things that hold my attention. Across music, women’s basketball, identity and the internet, I look at how people make meaning and what that means for the work.
One Shift at a Time is basically me thinking out loud about the ways I’m changing. The things I’m realizing about work, ambition, identity, relationships, culture and who I’m becoming.
It usually starts with something I notice in my own life and turns into a bigger thought about how I see everything else.
Notes on what I’m learning, unlearning and starting to see differently.
Independent campaign analyses and a proposed content system. These pieces examine creative choices and develop recommendations, separate from commissioned client work.
THE A’ONE CAMPAIGN
A’JA WILSON · INDEPENDENT CAMPAIGN ANALYSIS
The question
How do you build a signature campaign that only A’ja Wilson could lead?
The observation
My analysis followed how A’ja Wilson’s roots, family and Black girlhood carried through the product details, campaign visuals and community moments. Those connections gave people more to recognize themselves in.
Why it matters
A strong partnership makes room for who the athlete is. That identity can shape the product, the story and the way fans become part of it.
How do you keep an album era moving beyond release week?
The observation
I looked at how Summer Walker’s wedding theme connected the visuals, rollout and fan activations. Each moment gave people another way into the same emotional story, including ways to participate themselves.
Why it matters
A clear narrative gives a campaign room to keep going. The formats can change while the story stays recognizable, making participation part of the plan.
How can Unrivaled keep building its audience between seasons?
The observation
My proposed 14-week process connects message architecture, a content audit, defined platform roles and a shared content model. It ends with guidelines and evaluation so a team can keep the system running consistently.
Why it matters
A season creates attention. A connected content system gives people reasons to stay involved between games and helps each platform build on the others.
Academic research, consumer analysis and published reflection. These pieces ask how representation, power and audience behavior shape culture. Each is labeled by its format and scope.
Talks and learning materials connecting culture, identity, business and representation. Collaborative workshops are credited within the original decks.
A Strategy Lab on Power, Identity, and Business
Connecting cultural patterns to strategic choices.
Race, Culture & Society
Culture, appropriation, social media and current events.
Race in Sports: Allyship On and Off the Court
A collaborative workshop with Bentley Women’s Basketball.
Decoding Brand Marketing
Representation and inclusive campaign thinking.
Album Rollout Marketing Strategies
An academic presentation on music release planning.
I’m a cultural strategist, founder, creative and storyteller. I bring a point of view on why people care, how culture moves and what brands, creators and communities can do with that understanding.
Culture, Identity & Consumer Behavior
How identity, community, taste and social context shape what people care about, buy into and participate in.
Creators, Influence & the Internet
Creator culture, online behavior, social media, trust, attention, trends and digital communities.
Fandom, Community & Cultural Participation
How sports, entertainment, music, fashion and creators shape belonging around the things people love, including women’s sports and modern sports fandom.
Brand Strategy, Relevance & Growth
How brands and creators turn positioning, audience insight, partnerships and community-building into a strategy that makes sense for them.
From the student keynote at Bentley’s 40th Annual MLK Breakfast to guest teaching across six consecutive semesters, explore speaking and appearances.
FOR JOURNALISTS · EDITORS · PRODUCERS · PODCAST HOSTS
Working on a story?
I’m available for interviews, expert commentary, podcasts, panels and cultural analysis. If your story touches culture, creators, or what audiences care about, I’d love to hear what you’re working on.
