Oberti Portfolio

About Me

My path to strategic planning was anything but…well strategic. Driven by my passion for science and art, earning my undergraduate degrees in Biology and Studio Art, I developed a desire to keep alive a spirit of curiosity and creation in my every day life. While in graduate school I discovered the intoxicating combination of analytical and creative thinking marketing embodies at it’s core.

Over the past five years I have dedicated myself to helping brands articulate who they are and why they matter, passionately turning insights into strategy, and strategy into work that connects.

Throughout my career, I’ve worked across industries ranging from CPG, healthcare, and education to nonprofit, finance, and public service. Whether building campaigns for national food brands, developing recruitment strategies for struggling institutions, naming intergenerational wellness centers, or launching immersive brand experiences, I’ve helped organizations uncover who they are and how they connect. No matter the challenge, I approach each project with empathy and curiosity, always aiming to bring the consumer perspective into the heart of every marketing decision and ensure the work resonates with clarity, intention, and authenticity.

Writing Sampels

Case Studies

Green Mountain Gringo | Brand Strategy & Identity

As Green Mountain Gringo’s agency of record, we partnered with the brand to lead a full-scale repositioning of their identity, reconnecting the legacy of the brand to the values and behaviors of today’s natural food consumer.

From early RFP development to strategic planning and campaign execution, I’ve had the opportunity to help guide the work at every step. I co-led the strategic development process, conducting positioning workshops, landscape audits, and audience research to clarify the brand’s role in the market and define a platform for long-term growth.

The work evolved into a new brand rooted in authenticity, real ingredients, and adventure-ready flavor, culminating in a bold identity system, refreshed packaging, and an ownable voice that celebrates life’s simple, flavorful moments. Since launch, I’ve continued to support the rollout as part of our media team, helping program, plan, and manage a multi-platform paid campaign to reintroduce the brand and build momentum across digital, social, and in-store programs. The result? A confident new look, a voice with substance, and a rallying cry that’s hard to forget because it is Wicked Bueno!

Foster | Brand Positioning & Architecture

To facilitate Foster evolving into its next chapter, I lead a strategic brand overhaul rooted in both legacy and future ambition. The challenge was apparent, contemporizing a legacy brand with clarity, humanity, and vision, while developing a branding framework capable of withstanding expanding service and business line offerings.

Our process began with immersive research, intensive stakeholder interviews, and employ surveys used to understand current brand perceptions and uncover the core company values that held strong through decades of change.

The result was a unifying strategy and brand architecture that honored the brand’s people-first ethos while articulating a clear, future-facing position. From brand articulation to visual identity and internal rollout, our work gave Foster a renewed sense of self that reflected who they had always been and who they were becoming.

CardCon | Experiential Strategy & Brand Activation

As the strategic and experiential lead for the first-ever CardCon, I helped concept, plan, and bring to life an immersive brand event designed to energize the playing card community and elevate brand relevance in a space known for its deep fandom and high expectations. From concept pitching to production, I led strategic development, immersing myself in card culture, identifying key audience segments, and uncovering opportunities to build authentic connection.

I helped define the event’s vision, authored strategic messaging and audience frameworks, and guided creative development and activation planning. On the ground, I managed cross-functional collaboration across design, operations, and vendor partners, coordinating everything from venue logistics and promotional strategy to live entertainment and community partnerships.

The result was a weekend-long event that exceeded attendance goals, created share-worthy brand moments, and positioned the United States Playing Card Company as a brand that understands and celebrates its community. It wasn’t just an event. It was a proof of concept for how experiential strategy can turn brand values into real-world connection.