It all starts with an idea, but what matters is how it connects. I approach content through a product lens, using UGC to test what resonates, build trust, and drive real engagement. By focusing on authentic storytelling and how people actually interact with content, I turn ideas into experiences that feel natural and meaningful. In a crowded digital space, the content that performs is the content that feels human. My work is about understanding that behavior, iterating on it, and creating stories that not only capture attention, but influence action.