Arrival Projects

Co-Founder and Strategy Director

I’m originally from New York, now based in Barcelona and the Canary Islands, and am an MBA-trained expert in brand strategy and marketing to the travel, tourism, hospitality and travel-tech sectors.

My experience ranges from country-level marketing plans to cruise lines to multi-use property development marketing strategies.

Having worked with technology companies for more than 15 years, I also understand the special niche that travel tech companies live in, balancing between the traditional start-up and the travel sectors.

With more than 20 years living outside the United States, my observations between countries and cultures have given me a unique perspective on communicating to people through nuance and clarity, critical traits in the travel space.

Prior to founding Arrival Projects, I was the Strategy Director at Los Angeles-based brand-strategy agency BrandCulture, a Senior Director at THR Tourism Strategy Consultants in Barcelona, responsible for a MICE economic-development project for the city of Barcelona and a strategy consultant at Delta Partners Group in Saudi Arabia, Dubai, Kuwait, France, Nigeria and Ghana.

I have a bilingual MBA from ESADE Business School in Barcelona as well as an undergraduate degree in English from Wesleyan University in Connecticut.

Co-Founder and Creative Director

I’ve spent over 20 years working within different facets of the creative scene in New York City, writing about culture and business, programming film festivals, and for the last decade or so, providing creative direction, copywriting and brand strategy to hospitality brands and others. I see these seemingly disparate roles as being tied together by a need for cultural connection and a deep curiosity about the world.

As a creative director and brand strategist, I've had the pleasure of working for brands I truly love. As a member of the Baha Mar team at Mod Op, I helped create the resort’s voice and messaging, and provided brand strategy for new offerings—from Baha Bay water park to the Residences—as the resort grew into one of the biggest success stories in the Caribbean. Working with juggernaut brands like Chase Travel and Hilton has shown me the work it takes to create and maintain brands at scale, balancing trust and reliability with the thrill of exploring new destinations.

Earlier in my career, I co-founded a touring film program called Package Deals, which screened international films and music videos at festivals and museums worldwide. This work led to a seven-year partnership with the Icelandic Tourist Board, where I produced the film portion of their Taste of Iceland festival, introducing Icelandic film and music to new audiences across the globe. Additionally, I spent time as an editor at Fast Company’s brand studio, where I conceptualized, wrote, and edited content for brand partners including Citi, GE, Deloitte, and Hyatt.

I live in Brooklyn, NY, where I raise two daughters and a son who happens to be a cat named Phil.