I work at the intersection of branding, culture, and consumer psychology, decoding what's shifting in the market and translating it into ideas that are strategically sharp and culturally alive.

I came agency-side first with branding, packaging and client strategy before founding ByMel as a space where cultural intelligence could live without compromise.

I have a soft spot for beauty and hospitality, industries where emotion, experience, and meaning matter just as much as performance. What draws me in is the cultural currents underneath, the ones that shape how people feel, choose, and belong.

Through consulting, guides, or collaborative projects, my intention is always the same: help you move forward with curiosity, clarity, and a sense of purpose that feels entirely your own.