Personal Profile
Psychology + Management (STEM), Boston University
I am drawn to the teams, places, and brands people choose for how they make them feel: a night at the game, a trip they have waited all year for, a car they have dreamed of owning, or a brand that feels like their own. I use psychology and data to understand what creates that pull and how to build more of it.
I started in psychology because I wanted to understand why people make the decisions they make, and that question has shaped everything since, from my honors thesis on how people relate to their screens to studies across five countries and a full merit scholarship back at Boston University for my MS in Management, which I finished in the top 10% of my cohort.
Client work taught me to turn that curiosity into results. For NEREID, I pushed to interview real boaters and found that what held them back was uncertainty before they arrived, which reshaped the recommendations the client is now building into its platform. For Fischer Sports, I led a survey of 61 athletes that showed loyalty to a ski brand does not follow people into summer, and for Sprouts, our team built a plan around the schools, neighbors, and weekly routines that decide where a family shops, which executives from Sprouts, TD Garden, and JPMorgan ranked second of 46 teams.
Along the way I taught myself to build with AI, and I bring the same habits to every project: start with the people, test the obvious answer against the data, and make the recommendation clear enough that someone can act on it. That is why I keep returning to sports and live entertainment, luxury and automotive brands, and travel, where people choose an experience for the energy and sense of belonging it gives them, and where understanding that choice shapes everything from a campaign to the moment someone walks through the door.