Organizations communicate constantly. Few do it in ways that change behavior.
I design the communication systems that move teams from alignment to adoption.
Hi, I'm Sia.
I'm a communications strategist. My work is simple in theory and hard in practice: make sure people know what to do, not just what's happening.
I've spent most of my career embedded in the business — across revenue, product, technology, and store functions at global financial institutions, retail, and B2B SaaS companies. That proximity changes the work. You're close enough to understand what the team is actually being asked to do, and close enough to the people to see where execution breaks down.
Before I build anything, I understand the change inside out, so complex information translates clearly to the people who need to act on it.
I work with senior leaders accountable for change and the teams responsible for making it happen. Communication done well is invisible. People just know what to do.
Scaling BOPIS across 800+ retail locations
Buy online, pickup in store changed how frontline teams worked and they needed to be ready on day one. I built phased, role-specific communications that prepared teams across six waves, so associates could run it confidently.
Driving adoption of enterprise AI
The company was introducing employees to unfamiliar tech and asking them to use it instead of the support channels they already knew. I learned the system alongside the engineers and translated complex concepts into plain language, making a retrieval-based chatbot easier to trust.
Building a communications function from the ground up
Information lived everywhere and nowhere — scattered across platforms, reaching managers and their teams at the same moment, with no standards behind any of it. I built the function: channels, editorial standards, intake, and the frameworks that made communications repeatable.
What this looks like in practice
B2B SAAS
RETAIL
FINANCIAL SERVICES