Hi, I’m exhausted… I mean, Ellie.
Mostly kidding, but as a mom of two and a brand strategist who has spent my career inside publishing, PR, marketing, agency life, and founder life, I’ve never seen the industry change as quickly as it has over the last few years.
Luckily, I am endlessly curious.
I started my career as an editor at Condé Nast and Hearst, where I learned how to spot the brands, founders, products, and stories worth paying attention to, then translate them for an audience. I came up as publishing was shifting from print to digital, which taught me early that visibility is never static. The platforms change. The rules change. The way people discover and trust brands changes.
After years in editorial, advertising, and brand storytelling, I founded The Birdie Agency, an award-winning PR and marketing agency recognized by The PR Net as an agency to watch. Through Birdie, I helped clients land features in Vogue, Fast Company, Town & Country, The Wall Street Journal, TODAY, The New York Times, Fortune, Elle Decor, and more.
I love press, but I also know press alone is not enough anymore. A great feature can open the door, but if your positioning is unclear, your messaging is muddy, or your brand does not know how to carry that momentum across its full ecosystem, the opportunity only goes so far.
After selling Birdie last year, I now support select founders, agencies, and growing brands 1:1 with the pieces that make growth actually work: positioning, messaging, PR strategy, copywriting, brand storytelling, and the bigger-picture strategy that helps everything connect.
I especially love working with female founders who have real momentum but need a strategic partner to sharpen the story, organize the thinking, and unlock the next stage of growth. I bring the eye of an editor, the instincts of a PR strategist, and the practical experience of someone who has helped brands show up clearly across press, content, partnerships, websites, and sales.
I’m American, based in Sydney, Australia and work with clients globally. I usually take calls with American brands in the afternoon and early evening EST, and with Australian brands throughout the day. Zoom is always welcome, and if you’re local, I’m would love to meet for a piccolo on the Northern Beaches.
My Approach
Before we chase tactics, we get clear on the story, the market, and the growth opportunity. My work is about helping you understand what will actually move the business forward, then making sure every piece of your brand is working from the same strategy.
Results over Vanity
In Australia, they would say “we’re not here to fuck spiders,” a saying famously used by Margot Robbie and Chris Hemsworth that means “we’re not here to mess around.” And if that’s not your cup of tea, just know that I’m not here to waste time on tactics that aren’t going to have a return for you. Just last week I told a client she could not personally hand glitter stationery for her business. We are here to be profitable and scale, folks! Let’s be strategic with our time.
Positioning First
Get clear before you get loud. In my experience, positioning is where the biggest conversion unlock usually happens. When you spend the time on the foundation, every pitch, page, partnership, campaign, and growth decision works harder. Clear positioning gives you a stronger place to stand, a sharper story to tell, and the confidence to move forward without constantly going back to the drawing board.
Connect the Dots, Always
Your brand should not feel like 47 open tabs in your brain. It should feel cohesive at every touchpoint and, at its best, become a full brand world your customers can understand, trust, and want to be part of. I help pull the pieces together across messaging, website, press, content, partnerships, and sales so you can stop making one-off decisions and start building momentum that actually makes sense.
If your positioning feels fuzzy, your messaging is doing too much, or your next stage of growth needs a clearer story underneath it, I’d love to help you pull the pieces together. Bring the messy notes, the too-long deck, the half-formed idea, or the thing you cannot quite explain yet. I love this part.
Ready to make the next move clear?
