From a younger age, I’ve been fascinated by individuals—their huge range, 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 marketing 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 the whole lot to do with my societal curiosity: Materials Women, a ladies’s artwork research, and Hollywood in American Historical past.) I used to be means forward of the booming nostalgia development after I wrote my Case Research thesis on the cultural affect of the Barbie model on American shoppers. For the document, 1992’s Completely Hair Barbie stays the best-selling doll of all time. You’ll be able to take the woman out of the ‘90s, however you’ll be able to 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 constructions, and group affect, and also you get an attention-grabbing equation:
Psychological Influences (A) + Sociological Influences (B) = Client Conduct (C)
Understanding how these forces work together isn’t simply tutorial: manufacturers have to construct actual connections that stand up to the check of time. Advertising 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 by Occasions and Advertising, most just lately within the rising Regenerative Medication and Biomanufacturing sector throughout the Life Sciences business. Now, I’m thrilled to deliver 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 in another way.
The people and philosophy listed here are rooted in innovation, forward-thinking, and a people-first mentality. It’s a crew that challenges business norms, embraces fashionable methodologies and new know-how 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’ll be able to really feel the power, the historical past, and the message:
“The sky isn’t the restrict—it’s just the start.”
I’m thrilled to be right here at the beginning of what’s certain to be an thrilling journey. I look ahead to collaborating, storytelling, and serving to to construct the subsequent technology of powerhouse manufacturers.
To the skies and past!
