About me

Whitney smiling on a Paris street hi, I'm Whitney!

I'm a creative strategist who connects brands to culture.

I started in graphic design and editorial, moved into brand and consumer marketing, and grew into creative direction. Now I'm Creative Strategy Director on the Brand Experience team at Fetch, where I build the pitches, campaign narratives and points of view that help close partnerships with CPG, retail and restaurant brands.

Because I came up as a designer, I bring the strategic brain and the creative eye to the same table. I don't just find the right idea. I know how to make it look like something, and how to make it drive revenue and cultural impact.

Now writing · on Substack

The Flip Side

Decoding culture, brands and taste.

Where I think out loud about why things catch on, and what brands can do with it.

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Jul 24, 2026Teen magazines taught me strategy before I knew what that meantHow Cosmo Girl and Seventeen paved my entire careerRead it → May 31, 2026Your old Tide To-Go pen could be the next status symbolThe untapped strategy hiding inside America Haul Tok.Read it → Apr 6, 2026Glossier should relaunch as a fragrance houseMy most shamelessly millennial trait may be that I'm a day-one, OG Glossier fangirl.Read it →

How I work

Culture is the briefWhen something's having a moment, that's a campaign waiting to happen. I start with what people already care about.
Ideas arrive dressedA designer's eye means the idea shows up already looking like something, so a room can picture it.
Built to closeCampaigns that move people and move the business, told in a story a partner wants to say yes to.

The path

  1. Editorial & printModern Luxury, TrailBlazer Magazine, lookbooks. Where I learned hierarchy and craft.
  2. Brand marketingBrideside, Dana Rebecca Designs, Social Sparkling Wine. Building brands, sub-brands and channels from the ground up.
  3. Creative lead, FetchThe rebrand campaign, culture-driven CRM and social, and brand partnerships like Chewy.
  4. Creative Strategy DirectorBrand Experience at Fetch. Pitches, campaign narratives and thought leadership for partner brands.
Brands I've worked with

Fetch · Chewy · Brideside · Dana Rebecca Designs · Modern Luxury · Social Sparkling Wine