WRITTEN BY: GAïANA JOSEPH
I joined Flywheel Strategy to help build systems that empower creativity, optimize e-commerce performance, and drive digital growth. I’ve worked across publishing, fintech, and direct-to-consumer brands, leading product launches, driving process improvements, and creating digital experiences that convert. My work lives at the intersection of strategy, storytelling, and operations. I love supporting teams as they bring meaningful ideas to life.
Over the years, I’ve had the opportunity to collaborate with brands like Penguin Random House, Our Place, and Couristan. I’ve helped shape everything from product strategy and site optimization to marketing workflows and analytics. I believe in thoughtful execution and feel energized by the kind of collaboration that turns good ideas into excellent outcomes.
Q: What is your favorite thing about your career?
A: I love creating structure out of chaos and helping brands move from idea to impact. I’m especially passionate about making digital experiences feel thoughtful, intuitive yet grounded in data and analytics. The best part is collaborating with people who care deeply about what they do.
Q: What was your first job?
A: I worked in the Admissions Office at my alma mater, Smith College. It was my first experience seeing how institutions tell their stories and how much power there is in thoughtful communication.
Q: Is your glass half full or half empty?
A: Always half full. I truly believe every challenge is an opportunity to pause, reassess, and redirect with even more clarity.
Q: What is your favorite board game?
A: Monopoly. I love the strategy, the competition, and the thrill of building something—plus it always brings out people’s personalities in the best way.
Q: What is your favorite rainy day activity?
A: Cooking something slow and cozy, like a pot of soup or Haitian legim, while listening to an audiobook or a soulful playlist.
Q: What was your major in college?
A: I majored in French and Africana Studies at Smith College. I’ve always been deeply interested in language, identity, and diaspora, and those majors gave me the tools to explore culture from a global and historical perspective.
Q: Are you an introvert or an extrovert?
A: I’m an extroverted introvert. I love hosting dinner parties and collaborating in groups, but I definitely need solo time to recharge and reset.
Q: What do you collect?
A: Cookbooks, incense, candles, and vintage dishware. I also have a growing stash of old postcards and handwritten letters. I love the intimacy of ephemera.
Q: If money was no object, what would you do all day?
A: I’d split my time between hosting creative retreats, curating beautiful spaces, building my food brand, swimming in the ocean, and cooking elaborate meals for friends.
Q: If you were to write a book, what would it be about?
A: A blend of memoir and manifesto on building a soft life as a first-generation daughter of immigrants. It would be part spiritual guidebook and part love letter to pleasure, culture, and self-trust.
I’m so excited to be part of the Flywheel Strategy team. I’ll be hosting office hours throughout July, so feel free to drop in with any questions about e-commerce, product ops, or anything you’re building creatively. I can’t wait to connect.
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