From a younger age, I’ve been fascinated by folks—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 communications.
Throughout my undergraduate research in Strategic Communications, a few of my favourite programs have 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 all the things to do with my societal curiosity: Materials Ladies, a ladies’s artwork research, and Hollywood in American Historical past.) I used to be method forward of the booming nostalgia pattern after I wrote my Case Research thesis on the cultural impression of the Barbie model on American customers. For the report, 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 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 folks 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) = Shopper Habits (C)
Understanding how these forces work together isn’t simply tutorial: manufacturers must construct actual connections that face up to the check of time. Advertising and marketing isn’t nearly promoting, it’s about uncovering what folks 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 folks by means of Occasions and Advertising and marketing, most lately within the rising Regenerative Medication and Biomanufacturing sector inside the Life Sciences trade. Now, I’m thrilled to deliver that have, with my ardour for branding, to the B2B advisory house 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 staff that challenges trade norms, embraces fashionable 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 a logo of generational innovation. Strolling into our top-floor house, with planes hovering overhead, you possibly can really feel the vitality, the historical past, and the message:
“The sky isn’t the restrict—it’s only the start.”
I’m thrilled to be right here in the beginning of what’s certain to be an thrilling journey. I look ahead to collaborating, storytelling, and serving to to construct the following technology of powerhouse manufacturers.
To the skies and past!
