Who I Am

I am a Digital Strategist working where data and psychology meet. Most of what looks like noise on a dashboard is a group of people hesitating, comparing, or changing their minds, and my job is to work out which one it is and what a business should do about it. I have done this from New York and Copenhagen, on market perception, buyer personas, and full digital ecosystem overhauls. I truly do find joy figuring out the unknown, and there is a lot of unknown sitting in a dataset before anyone has asked the right question of it.

Current Role

Senior Strategist, GUT
Copenhagen

I lead digital strategy engagements with executives at enterprise software companies. Running the analysis is the fast part. Most of the work is figuring out what it says about how people behave, then getting a room of stakeholders to agree it is worth acting on.

  • I lead strategy work across market positioning, digital ecosystems, messaging frameworks, and account-based experience. Every one of them comes down to a decision someone is about to make, so I read the data for the behavior underneath it.
  • I build client relationships that outlast any single project. Clients tend to name the real problem once they trust you, and that usually happens well after the brief.
  • With a background in Python and a willingness to throw myself into evolving technology, I became the only strategist on my team operating our graph intelligence. I use it to make thousands of data points readable, so the pattern in how people move through a system is something a team can actually see.

Education

I studied psychology at Barnard, where I learned to ask what someone believed before they acted. I ask a dataset the same thing. Models get built by people and read by people, and they hold up only as far as they match how someone actually behaves, so that is what I check first.

Tools & Skills

Python, R, SQL, GA4, Tableau, Neo4j, Deepnote, Figma, Semrush, Excel, Powerpoint. The harder ones to name matter more. Noticing that a KPI framework is measuring the wrong thing, or that a journey map is missing the one moment where someone actually hesitated.

Beyond the Terminal

Analog Photography

Analog photography makes me slow down. I get a limited number of frames, so I have to decide what is worth one before I press the shutter. It is a good counterweight to a job that runs on infinite data.

Fiber Arts

Fiber arts scratch a similar itch. Texture, pattern, and structure, at the pace of yarn. I am knitting my way through a Copenhagen winter along with the rest of Scandinavia.

Dancing

Dancing is the one place I stop analyzing anything. I have done it my whole life, and for the length of a class nothing outside the studio exists.