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, in the end, 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 every little thing to do with my societal curiosity: Materials Ladies, a ladies’s artwork examine, and Hollywood in American Historical past.) I used to be manner forward of the booming nostalgia development once I wrote my Case Research thesis on the cultural affect of the Barbie model on American shoppers. 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 may 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 data, make selections, and kind habits. Add in sociology and anthropology, which discover the facility of tradition, social buildings, 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 folks 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 folks by means of Occasions and Advertising and marketing, most lately within the rising Regenerative Drugs and Biomanufacturing sector throughout the Life Sciences trade. Now, I’m thrilled to carry 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 group 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 unit in Manchester, New Hampshire’s historic Millyard, is an emblem of generational innovation. Strolling into our top-floor house, 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 in the beginning of what’s certain to be an thrilling journey. I sit up for collaborating, storytelling, and serving to to construct the following era of powerhouse manufacturers.
To the skies and past!
