From a younger age, I’ve been fascinated by individuals—their huge variety, their ideas, and what drives them. Psychology, sociology, and anthropology captivated me each out and in of the classroom, shaping how I view the world and, finally, how I strategy advertising and communications.
Throughout my undergraduate research in Strategic Communications, a few of my favourite programs had been Case Research in StratComm and Marketing campaign Administration—the place technique met storytelling in a real-world context. (Honorable Point out stand-out programs that had nothing to do with my main however every part to do with my societal curiosity: Materials Ladies, a ladies’s artwork research, and Hollywood in American Historical past.) I used to be manner forward of the booming nostalgia pattern once I wrote my Case Research thesis on the cultural influence of the Barbie model on American customers. For the report, 1992’s Completely Hair Barbie stays the best-selling doll of all time. You may take the woman out of the ‘90s, however you possibly can by no means take the ‘90s out of this woman!
Over time, my curiosity in cognitive and behavioral psychology because it pertains to enterprise deepened—how individuals course of info, make choices, and type habits. Add in sociology and anthropology, which discover the ability of tradition, social buildings, and group affect, and also you get an fascinating equation:
Psychological Influences (A) + Sociological Influences (B) = Shopper Conduct (C)
Understanding how these forces work together isn’t simply tutorial: manufacturers must construct actual connections that stand up to the check of time. Advertising and marketing isn’t nearly promoting, it’s about uncovering what individuals need or want and why.
Now pay attention, I’m a Communications main, not a mathematician—however this simply is smart!
For the previous decade, I’ve been fortunate to channel this ardour for connecting individuals via Occasions and Advertising and marketing, most not too long ago within the rising Regenerative Drugs and Biomanufacturing sector inside the Life Sciences trade. Now, I’m thrilled to convey that have, with my ardour for branding, to the B2B advisory area at York IE the place technique and creativity go hand in hand.
And York IE? It’s constructed otherwise.
The people and philosophy listed below are rooted in innovation, forward-thinking, and a people-first mentality. It’s a workforce that challenges trade norms, embraces trendy methodologies and new expertise to assist corporations scale quicker and smarter to rewrite the outdated playbooks for startups and growth-stage manufacturers.
Our workplace, housed in a former late-1800s cigar manufacturing facility in Manchester, New Hampshire’s historic Millyard, is an emblem of generational innovation. Strolling into our top-floor area, with planes hovering overhead, you possibly can really feel the power, the historical past, and the message:
“The sky isn’t the restrict—it’s only the start.”
I’m thrilled to be right here at first of what’s certain to be an thrilling journey. I stay up for collaborating, storytelling, and serving to to construct the following era of powerhouse manufacturers.
To the skies and past!
