Strategy
Marketing strategy, brand strategy, audience research, competitive analysis, audits, campaigns, customer journeys, and measurement.
MARKETING + DESIGN STRATEGY
Make Noise.
Make Change.
Scrappy by design. Rigorous by default.
One strategist. An entire community of expertise.
I help nonprofits, artists, small businesses, advocates, and purpose-driven organizations turn good ideas into marketing that actually moves people—then bring in the right humans when the project needs more hands, more expertise, or a different perspective.
WHY SAFETY PIN
“My optimism wears heavy boots and is loud”
— Henry Rollins
I grew up in the San Francisco Bay Area, going to all-ages punk shows at 924 Gilman Street in Berkeley, where many DIY bands got their start. Music saved my life, and the community picked me up when I was down. Punk rock taught me you don't need permission to organize and create something amazing. You just need to show up as your authentic self and make room for others to do the same.
I got my start in marketing in San Francisco’s fast-paced, often chaotic tech startup scene. In a very different setting, I recognized the same DIY spirit: start with an idea, figure things out as you go, and find people who can help you make it real. Over more than a decade in marketing, I’ve learned to pair that resourcefulness with research, strategy, and a clear sense of what’s working.
I started Safety Pin Strategy because I kept seeing local nonprofits and small businesses doing good work in isolation. They wanted to reach more people, but it wasn’t always clear where to start or who could help. I wanted to build a consultancy that could help them expand their reach and connect them with people who could move the work forward.
That’s where the safety pin comes in. I lead the strategy, stay your point of contact, and bring in trusted collaborators when a project calls for skills beyond my own. If someone else is a better fit for the job, I’m happy to make that introduction, too. Think of it like all the patches on your favorite battle vest.
To me, that’s what mutual aid looks like in practice: sharing knowledge and resources, connecting people who can help each other, and doing more together than any of us could do alone. It’s empowering action over apathy.
WHAT I DO
Good marketing.
Not one-size-fits-all bullsh*t.
Brand + Messaging
Positioning, messaging, voice and tone, creative direction, brand refreshes, campaign concepts, and practical brand guidelines.
Campaigns + Content
Awareness, fundraising, advocacy, launches, events, social campaigns, email, content calendars, and storytelling.
Digital + Analytics
Digital marketing strategy, paid media planning, landing pages, email, automation, analytics, reporting, and optimization.
Fractional Marketing
Senior-level marketing support without traditional agency overhead: planning, calendars, creative direction, vendor management, and team coaching.
The Safety Pin Audit
A practical look at what's holding your marketing together, what's coming loose, and what needs a safety pin.
THE SAFETY PIN NETWORK
One woman.
An entire community of expertise.
I've spent the last decade building relationships with people who are very, very good at what they do.
That network is one of the most valuable things I bring to a project. I'm the strategist, problem-solver, and primary point of contact—but I don't believe anyone should have to do it alone.
Don't want AI-generated creative?I know local graphic designers, illustrators, and graphic novelists who can make something by hand.
Need nonprofit support?I can connect you with people who specialize in grant writing and other nonprofit expertise.
Need something outside my wheelhouse?Developers, photographers, copywriters, videographers, marketing specialists, and other pros are part of the community.
And if I'm not the right person for your project? I'll tell you—and help connect you with someone who is.
DIY MEANS OPTIONS
Technology is a tool.
It isn't the creative director.
I use the tools that make sense for the job. Some clients rely on AI for analytics and tracking purposes. Some don't want to use AI at all.
If you want human-made, hand-drawn, weird, beautiful, imperfect, analog, or deeply specific creative, we can build that too.
My network gives clients choices instead of forcing every project through the same production process.
THE SAFETY PIN APPROACH
DIY on the outside.
Rigorous on the inside.
The point isn't to do it all.
The point is to do it all together.
EMPATHY
Lead with people, not assumptions.
INDIVIDUALITY
Different is an advantage.
INCLUSION
Make room. Make it better.
COMMUNITY
Reach organizers, not just audiences
IMPACT
Measure what actually matters.
WHY COLLABORATION MATTERS
Good work gets better when more people get a seat at the table.
Collective problem-solving helps us realize that we can do more good work together than we can achieve on our own.
Mutual aid is part of how I work. I share my experience, make introductions, and pay independent artists directly for their work. When we practice coordinating our actions together with the belief that all of us matter, we can keep money, knowledge, and opportunity moving through the communities we work with. I prioritize working with women, LGBTQ+, and BIPOC-owned businesses.
The safety pin holds the pieces together. Each person brings their own perspective that shapes the work from the beginning.
CREDENTIALS
Strategy with receipts.
Creative instincts matter. So do the tools, training, and methodology behind the work.
Master of Science in Marketing Analytics
Western Governors University · 2026
THE MISSION
To help good organizations, creative people, and purpose-driven brands make enough noise that the right people stop, listen, and act.
Not every trend deserves your attention. Not every idea needs to happen today.
Sometimes the smartest move is figuring out what actually matters—and holding onto it.
LET'S TALK
Got a mission worth making noise about?
Tell me what you're working on, what's not working, or what you're trying to figure out. If I'm the right fit, we'll figure it out together. If I'm not, I may know someone who is.