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 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 every little thing to do with my societal curiosity: Materials Ladies, a girls’s artwork examine, and Hollywood in American Historical past.) I used to be method forward of the booming nostalgia pattern once I wrote my Case Research thesis on the cultural affect of the Barbie model on American shoppers. For the file, 1992’s Completely Hair Barbie stays the best-selling doll of all time. You possibly can take the lady out of the ‘90s, however you may by no means take the ‘90s out of this lady!
Over time, my curiosity in cognitive and behavioral psychology because it pertains to enterprise deepened—how individuals course of info, make selections, and type habits. Add in sociology and anthropology, which discover the facility 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 must construct actual connections that face 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 hear, I’m a Communications main, not a mathematician—however this simply is sensible!
For the previous decade, I’ve been fortunate to channel this ardour for connecting individuals by way of Occasions and Advertising and marketing, most not too long ago 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 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 below are rooted in innovation, forward-thinking, and a people-first mentality. It’s a group that challenges trade norms, embraces fashionable methodologies and new know-how to assist firms 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 unit in Manchester, New Hampshire’s historic Millyard, is an emblem of generational innovation. Strolling into our top-floor area, with planes hovering overhead, you may 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 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!
