Sidney Lobel
I am a strategic thinker with a passion for understanding why brands resonate and how to turn that insight into clear, compelling, and effective work. My background spans agency and freelance environments, giving me hands-on experience shaping campaign direction, defining key messages, and understanding how strategy informs every creative decision.
I have supported work across campaigns, point-of-sale, packaging, and brand activations for brands including PepsiCo, Frito-Lay, LPGA, and Sam’s Club. That experience taught me how to identify what audiences care about, translate business goals into actionable insights, and guide concepts so they stay aligned with the brand’s core.
I thrive in fast-moving, collaborative settings where ideas evolve quickly and clarity matters. I am committed to continuous learning, from cultural trends to consumer behavior to emerging tools, so I can bring thoughtful, relevant, insight-driven perspectives to every project.
