- Lead the strategic foundation for a client project, turning a business objective into the insight, framework, and brief that the creative team builds from
- Spot a specific tension in how an audience actually behaves and turn it into the starting point for an experience, not a slide
- Get in a room with a Creative Director and pressure-test whether the work still connects to the strategy
- Present to a CMO and make them feel like the brief writes itself
- Give creative teams quick, grounded direction in a short turn pitch
- Create a through line between measurement, the strategy, and the work
- Push a junior strategist's thinking from good to great