My ancestors were reindeer herders in Finland, so naturally, that paved the way for me to work in social media. ;)

One thing that has been passed down through my family is the idea of "Sisu."

Sisu is a Finnish word that can't be perfectly translated, but it refers to an unwavering strength of will, perseverance, and determination, no matter the circumstances. This is something I not only try to bring into my everyday life, but also into my work.

As a mom (of both a human and a dog), everything I do, I do with my family in mind. Becoming a mom reshaped the way I think about social media and strategy.

When you’re juggling a child, a career and approximately 47 to-dos at any given moment, you quickly learn what content is truly helpful and what is just noise.

Motherhood grounded me in empathy and intention, reminding me that every post is reaching a real human being with limited time and a whole life.

It pushed me to focus on clarity over clutter, connection over noise, and storytelling that actually serves someone instead of just filling a feed. It’s become my compass for building content and strategy that feel purposeful, accessible and genuinely human.