About
Life isn’t just built—it’s designed
That belief has guided everything I do—from how I’ve shaped my career to how I structure my home and family life. I believe in intentional design—clarity of vision, purposeful choices, and systems that turn values into outcomes.
Over the past decade, I’ve helped companies navigate complex challenges by crafting experience strategies rooted in foresight, storytelling, and structured execution. Whether I’m mapping a North Star vision, decoding user behavior, or guiding a retail transformation, I bring a strategic lens that doesn’t just respond to change—it directs it.
But strategy isn’t just for business.
The same principles that create great products and experiences also shape how we build our families, our priorities, and our future. Without clarity, we react. With structure, we create.
As a mom of three, I see this play out every day. Parenting is its own form of strategy—navigating the chaos, shaping routines, and building a foundation that helps my children thrive. Just like in business, the right systems don’t stifle creativity; they create space for what truly matters.
By applying strategic thinking to life, we ensure that we live with purpose, not just momentum.
Alba is strategy—designed for life.
Alba is where this philosophy comes to life. It’s a space for intentional living, personal strategy, and structured family systems—helping people design their lives with the same clarity and purpose that fuels great businesses.
Because a well-lived life isn’t just built. It’s designed.