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 method advertising 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 Women, a girls’s artwork research, and Hollywood in American Historical past.) I used to be approach forward of the booming nostalgia development after I wrote my Case Research thesis on the cultural impression of the Barbie model on American customers. For the file, 1992’s Completely Hair Barbie stays the best-selling doll of all time. You possibly can take the woman out of the ‘90s, however you possibly can 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 choices, 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) = Shopper Conduct (C)
Understanding how these forces work together isn’t simply tutorial: manufacturers have to construct actual connections that face up to the check of time. Advertising isn’t nearly promoting, it’s about uncovering what folks need or want and why.
Now pay attention, 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, most not too long ago within the rising Regenerative Drugs and Biomanufacturing sector inside 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 a different 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 know-how to assist firms scale sooner 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 a logo of generational innovation. Strolling into our top-floor house, with planes hovering overhead, you possibly can really feel the power, 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!
