Gabi is a strategist with over five years of experience in brand positioning, messaging, naming, and architecture—helping organizations define who they are and how they communicate. Her work has spanned global tech companies, universities, and cultural institutions, including Microsoft, Amazon, Contentful, and the University of Edinburgh. Across projects, she brings clarity and cohesion to complex challenges. Whether refining a brand voice or helping teams navigate a naming system, Gabi approaches each project with curiosity, structure, and care.

Before joining PS212, she led marketing and communications efforts at the University of Edinburgh Business School, where she contributed to international campaigns and editorial strategy. Earlier in her career, she worked as a lead strategist at a Seattle-based agency, supporting clients across product, brand, and marketing functions. Gabi is known for her thoughtful approach, collaborative spirit, and ability to bring order to ambiguity.