Brand & Product Strategist · Seattle

Making new things feel familiar.

Strategy that gets products into people's lives.

At VML I lead strategy for Google Health, including the launches of the Fitbit Air and Fitbit Edge. From research to launch, I shape how the world sees Google Health and its products.

Selected work

The strategy behind the posts.

01

Google Health & Fitbit Air

In May 2026 the Fitbit app became Google Health, alongside a new screenless tracker, the Fitbit Air. The job was to keep the trust Fitbit had built over years while defining what health and wellness look like to the Google Health brand.

The strategy: keep Fitbit's long-built trust at the center, and introduce Google's AI-powered health. Post-launch, I developed monthly social-first content strategies based on market trends, product evaluation and the cultural conversation.

What I owned
  • Positioning and brand personality
  • Customer segmentation and key selling features
  • Content strategy, launch calendar and creative briefs
  • Trusted voices, including Stephen Curry and Bryson DeChambeau
1.8K+

likes on the Stephen Curry Fitbit Air Special Edition launch reel

Full case study →
View on Instagram
Fitbit Air Special Edition with Stephen Curry · May 2026
View on Instagram
Fitbit Air: one wearable, a whole closet · Sep 2026
View on Instagram
Health Coach: a different reason for showing up · Aug 2026
02

Fitbit Edge launch

Fitbit Edge brought a screen back to the lineup, sitting between the screenless Fitbit Air and the Pixel Watch.

The strategy: keep what people loved about Fitbit while adding a small display that brings stats to a glance, so the tracker keeps its simple, wear-and-forget feel. The launch also built on the Stephen Curry partnership, carrying it from the Fitbit Air into the Edge.

What I owned
  • Launch strategy on social, presented directly to Google
  • Positioning a screen without losing Fitbit's simple, low-key feel
  • Building the Stephen Curry partnership into a second launch
4.1K+

likes on the launch content's lead post

Full case study →
View on Instagram
Fitbit Edge launch content · Oct 12, 2026
03

Fitbit Air Metal Mesh band

A stainless steel mesh band in Champagne Gold and Polished Silver, launched alongside the Fitbit Edge in October 2026.

The strategy: position a wearable as an accessory. The band pushed the brand toward high-end, editorial product, pulling Fitbit Air into luxury and speaking directly to Google Health's female audience.

What I owned
  • Positioning the Fitbit Air as an accessory, not just a tracker
The product

“Elevated. Effortless. Every day.”

Finishes
Champagne Gold, Polished Silver
Material
Stainless steel mesh and clasp
Available
October 27, 2026
See it on the Google Store →
View on Instagram
Metal Mesh band on Instagram · @googlehealth
Metal Mesh band on X · @googlehealth
04

Google Workspace

Google Vids is Workspace's AI video app, with more features than any one post can carry. The work was deciding which features to lead with, for whom, and why.

Product troubleshooting was at the core: testing Vids hands-on showed which features were strongest. The live posts each match one feature to one audience: Slides into video pitches for professionals, everyday clips into promo videos for small businesses, and AI avatars and voiceovers for founders without a production budget.

What I owned
  • Product narrative strategy and audience segmentation
  • Product troubleshooting, plus market and competitor research, to choose which features to advertise
  • Aligning directly with Google on product and marketing strategy
5

part content series, built with Google

Full case study →
View on Instagram
Slides into video pitches · Sep 2026
View on Instagram
Promo videos for small business · Sep 2026
View on Instagram
AI avatars and voiceovers for founders · Sep 2026
Earlier work

Talty Bar

Creative & Marketing Director · 2020 – 2022

Secured US retail distribution at Sprouts Farmers Market (May 2022) by building the brand's personality, social presence, content and partnerships from scratch, and leading a team of five on showcases and events.

Explore Digital

Customer & Market Research Strategist · 2024 – 2025

Helped client organizations rebrand on social and build community and a following, with strategy grounded in market research and user behavior data.

Art Center Canvas

Customer Experience Researcher · 2024

Led customer research that reshaped internal workflow, client communications and the product experience.

Outside work

Film photography

Four years on film, after years as a digital fashion and product photographer in Manhattan.

Red tulips and blue grape hyacinths in a spring garden
Sandstone cliffs above a long beach at low tide
Inside a bookstore looking out through its window lettering
Golden-hour cove with palm trees along the coast
Two Joshua trees against a deep blue sky
A field of cholla cactus with desert mountains behind
A Central Park meadow with a skyscraper rising behind the trees
A saxophonist playing on a Central Park bench
Bighorn sheep grazing on a mountain slope above a valley
A cyclist riding past gabled canal houses on a sunny afternoon
Cows grazing in a summer field framed by tall grass
Snowfields and green slopes beneath drifting clouds in the mountains
Canal houses and a passing cyclist framed by an ornate street lamp
Red rock cliffs catching late sun above a shadowed canyon
A red sandstone butte glowing at golden hour
About

Research first, then the story.

I'm a strategist with six-plus years across brand, product marketing, social and customer research. At VML I lead strategy for Google Health, turning customer stories into content that drives engagement.

Before that I ran customer and market research for client brands, and built Talty Bar's brand from the ground up. I have an MA in Communication Studies from UT Austin and a BA in Advertising from Stern College.

Download resume