At newstandardlabs we transform businesses into brands that sell. As seasoned professionals, we bring a laser focus on building scalable systems, streamlining operations, and optimizing a brand’s presence. Together with my co-founder I empower founders to maintain the authenticity that only a founder can bring, crafting brand stories that resonate deeply with the target audience without the need for a full-time C-Suite. We ensure that all aspects of a brand, from marketing to product development, work in harmony. This integrated approach helps eliminate silos and aligns all efforts toward growth goals.

Throughout my career, I have strategically elevated and innovated brand positioning on a global scale, ensuring each brand I worked with stood out in a crowded market while staying true to its core identity. Most recently, I focused on the top-down implementation of brand and communications strategies at Dorothee Schumacher, overseeing everything from visual identity and creative direction to communications approach to ensure consistency across all touchpoints. I also managed global PR and creative agency partnerships, building relationships that amplified our brand story and fostered meaningful connections with audiences worldwide.

Prior to this, I gained invaluable experience in pivotal roles that shaped my approach to brand development and storytelling. As a Contributing Stylist at Condé Nast, I refined my creative vision and developed a deep understanding of visual storytelling, collaborating with top-tier photographers, designers, and editors to bring editorial concepts to life. This role taught me the art of balancing creativity with brand identity, ensuring each piece aligned with both the magazine’s voice and the featured brands.

Earlier, as an Assistant Product Manager in Makeup at LVMH for Parfums Christian Dior, I assisted in product launch execution. This role provided me with insights into the full product lifecycle—from concept to consumer—which has been instrumental in my strategic approach to brand positioning and market differentiation.

I live in the West Village of NYC with my husband and our dog, fully embracing the vibrant community around us. Outside of work, I'm passionate about continuous learning and positive psychology, believing in the transformative power of education and advocating for equality in opportunities. My interest in wellness and skincare reflects my commitment to holistic well-being, as I love experimenting with new products and sharing insights to help others feel their best. This blend of curiosity and compassion shapes my personal pursuits and informs my approach to life.