I grew up with a zoo in my backyard (at least that’s what the students call it) in Amherst, Massachusetts — right in the middle of five college campuses, including the notoriously rowdy UMass Amherst. My friends and I spent a lot of time people-watching outside the local shops and bars, guessing at why people behaved the way they did. I found it fascinating.
I went to school at Western New England University to study public relations and psychology, hoping to answer that same question about the masses. I did some research on group psychology and communication along the way. Graduated. Got a job at a small digital marketing agency running targeted ads and creating content for local businesses. Then I worked at a branding and design shop doing strategy for national companies like Wyndham Hotel Group and Flex Pharma.
Now, as a Senior Planner & Strategist at 451 Agency, it’s my job to help brands determine what makes people tick and how they can best connect with their customers. It’s like people-watching back at the zoo, only I get paid to do it and there are way fewer fist fights.