My journey has been anything but conventional, and I wouldn’t have it any other way.

As a teenager, I lived my rock star dream as a lead guitarist in an all-girl band with an indie record deal. From the stage I jumped to the strategy team at a major music label, where we were handed the internet and told to “figure it out” as the industry unraveled. That crash course in experimentation led me into the dot-com boom, where at 24 I launched a self-funded innovation agency that thrived for nearly 15 years through recessions and shifting industries. Those years taught me how to embrace uncertainty, fall and get back up, trust my intuition, and stay authentic.

Since then, I have worked across music, tech, movies, health, publishing, and now AI. These experiences sharpened my ability to connect the dots, simplify complexity, and turn ambiguity into action. I have helped create and launch well over 100 digital products and platforms, from early-stage prototypes to large-scale market rollouts, for startups as well as Fortune 500 companies.

Ten years ago, I moved from Los Angeles to Amsterdam (my dream), launched a product strategy consultancy, mentored startup founders, and later re-established myself in the corporate world. Now back in California, with experience on both sides of the Atlantic, I bring a global perspective to helping leaders cut through ambiguity, accelerate product-market fit, and deliver real impact while keeping things human.

At Sugra&Co., I bring lessons from a life of building, adapting, and leading through disruption across entrepreneurial ventures, consulting, and corporate roles. Through all of it, my “why” remains the same: to deliver solutions that meet real needs, drive change, and improve lives.

P.S. Yes, I still play lead guitar. This is me with my band at The Viper Room on Sunset Blvd. in Hollywood, CA. And for the guitar nerds: I’m playing a custom 1954 Fender Telecaster in Butterscotch Blonde.