ABOUT

MY ORIGIN STORY

A car crash. A layoff. Two events that forced me to stop and rethink everything. What followed was a personal pivot from simply building brands to creating meaningful impact.

First, I mastered branding at a top design agency. Then I transformed a global chocolate giant, embedding flavor and storytelling into a unified brand with chefs at the heart. But I knew I wanted more than corporate success.

I joined start-up Almazonia and build the EU business, repurposing deforested Amazon lands by growing back original organic fruits and seeds—a project cut short by COVID.

While consulting large corporations on branding, I co-founded Be Better My Friend in 2021. We’re unburdening pastry, offering plant-based solutions that chefs love because they actually work. It’s about more than guilt-free baking—it’s a movement toward better sourcing, production, and consumption.

MY GUIDING PRINCIPLES

Below principles ground everything I do—whether I’m building a brand, consulting, or navigating life itself. They shape the outcomes you can expect when working with me.

RUN YOUR OWN RACE

Be yourself, choose your community. Forget what others expect. Pretending to be someone else will only lead to you being unhappy.

JUST DO IT

Take bold action. Don’t wait for permission. Better to ask for forgiveness. The world rewards mediocrity and loves to see you fail. Beat that by doing, learning, and improving.

DISCIPLINE MAKES ALL THE DIFFERENCE

Success comes from the compounding effect of small, daily improvements. Stay consistent, push through doubt, and become unstoppable.

FOR FOUNDERS: BUILD A BRAND THAT SELLS

You have a great idea—but how do you make it a business that thrives? I help founders turn big brand ideas into clear, sellable propositions. From crafting a compelling story to mapping a go-to-market strategy, I ensure your brand connects with customers and scales profitably.

FOR BRAND LEADERS: TRANSFORM FOR THE FUTURE

Legacy brands are powerful but often too slow to adapt. I work with brand leaders to reignite relevance—building agility, improving customer proximity through bold, actionable strategies, while staying true to its heritage.