Alana leads the firm's operations in the New York Region and is Head of the Brand Strategy practice, where she helps companies find their “why” and pushes the boundaries of creativity through the lens of high brand standards. Trained as a journalist, she spent the first 10 years of her career positioning and launching content-driven brands at News Corp., The Huffington Post, and Turner Broadcasting. Over the last 6 years, Alana has served in several high-impact senior brand positions at health-tech and e-commerce startups (B2B and B2C) through various investment phases.

Today, she’s focused on helping companies align brand strategy with business strategy, embrace the unconventional, and create stories and experiences that influence prospects and engage customers. Whether it’s a new brand launch or a need to connect to a new audience, Alana draws upon her experience in qualitative research, brand architecture and positioning, attribute and brand essence development, messaging architecture, user persona development, and engagement strategy to creatively solve problems and drive commercial success.