I’m not a fashion enthusiast. I’m a frustrated shopper.

Over the past decade, I’ve worked across strategy, marketing, and content, particularly in tech and sustainability. But no matter the role or industry, I kept circling back to the same pain point: Why is finding the right outfits/ style such a task? Which is why I’m building Obvious Way to Go.

I’m deeply drawn to nuance, identifying gaps, uncovering insights, and crafting stories that connect. I love working at the intersection of data and creativity, using both to shape strategies that are not just effective, but feel human and considered. That approach has guided me through everything from early-stage brand building to global campaigns, and it's now driving the venture I want to build.

I want fashion to be more intuitive, empowering, and human. And I’m excited to bring this project to life.

Connect with me on LinkedIn