Tripp
Marketing, Creative, and CX director
Designing for Real Human Behavior
Hi, I’m Amber, a marketing, creative, and customer experience director with deep roots in UX and a behavioral-science mindset. I build strategies, brands, and digital experiences that meet people where they are—then move them to action.
Featured Articles & Tips
expertise
Expertise Across Strategy, Creative, and Execution
Strategy isn’t just big-picture thinking—it’s hands-on, human-centered work across touchpoints. I lead and execute at the intersection of:
Marketing Strategy & Execution
Holistic, data-driven strategies designed to engage the right audience, on the right platforms, with the right message.
Creative Direction & Branding
A behavioral science-driven approach to branding, ensuring that every aspect—from strategy to design to content—is built for meaningful connection and long-term impact.
Web Design & Development
With a background in UX, behavioral science, and development, I create sites that don’t just look great—they guide users toward meaningful actions and business growth.
Advertising & Media Strategy
Custom crafting media strategies to ensure that every ad dollar works smarter, engaging the right audience at the right time to drive meaningful results.
Data &
Consumer Insights
Helping brands transform raw data into actionable insights that fuel smarter marketing, stronger customer relationships, and more impactful business decisions.
From the Blog
I write about the psychology behind trust, design, marketing, and what makes brands resonate. Sometimes I write about recovery and reinvention, too.
Article
People don't connect with perfection. They connect with proof—especially when that proof comes from lived experience. In a digital world full of curated images and generic messaging, the most persuasive voice is often the one that has survived something real. When a story feels honest, it builds trust. And when...
Article
Short-form video isn’t just a format—it’s a new grammar of communication. Here’s what that means for your brand, your strategy, and the way you connect with modern audiences....
Article
The best brand experiences blend online and offline moments. This post explores how to bridge the gap—from QR-linked in-store content to digital follow-ups that keep physical events alive....
Article
AI automation isn’t about replacing people—it’s about removing friction. Learn what it actually means, how to start, and how to make sure your brand uses AI for good, not just speed....
Article
Dangle a carrot, swing a stick—neither creates lasting motivation. This post dives into why these tactics fall short and what modern leaders can do instead to drive real engagement....
FAQ
Most marketers stop at basic personalization—but your audience expects more. Here’s how hyper-personalization works, what makes it powerful, and how to use it without losing the human touch....
Article
The problem with most advertising isn’t creativity or budget—it’s behavioral friction. If your ads aren’t performing, there’s a good chance they’re interrupting instead of integrating. Here’s why that happens and how to rethink your strategy....
FAQ
A customer journey map shouldn’t be a pretty poster that sits on a wall. It should be a practical tool that helps you see your business from your customer’s perspective—and make smarter decisions because of it....
Article
You don’t need a broken logo to break your brand. Off-brand design chips away at trust in ways most teams never notice—until conversion rates, engagement, or credibility quietly stall. Here’s what’s really happening beneath the surface....
Journal Entry
At 25, I thought rest was something you earned. Now I know better. Rest isn’t a reward—it’s a necessity. A form of strength. A skill worth practicing. In this journal entry, I reflect on how my understanding of rest has evolved—and what it truly means to protect your energy without...
Article
Measuring performance is essential—but when metrics become the strategy instead of serving it, creative thinking suffers. Here’s how to avoid the trap of over-tracking and refocus your efforts on what really drives impact....
FAQ
You don’t need to tear down your website to improve the user experience. With a few thoughtful changes—like simplifying navigation and clarifying your calls to action—you can make your site easier to use and more effective without a costly redesign....
Behavior-Driven Marketing That Connects
Everything I build—every campaign, every strategy, every message—starts with a single goal: real connection. When marketing aligns with how people naturally think, feel, and behave, it stops feeling like a pitch and starts feeling like a conversation.
I use behavioral science not as a gimmick, but as a guide—to create work that feels intuitive, thoughtful, and human. It’s not just about reach. It’s about resonance.
Because the best marketing doesn’t just get noticed. It builds trust. It creates movement. And it sticks.
faqs & tutorials
What Is Hyper-Personalization in Marketing—And How Do You Actually Use It?
Hyper-personalization uses real-time data, predictive analytics, and behavioral insights to tailor content, experiences, and offers to each individual—not just segments. Unlike traditional personalization, it considers context, timing, and intent, making every interaction feel intuitive and relevant. The key to using it effectively? Data strategy, behavioral understanding, and the right tech to power dynamic delivery.
How Do I Create a Customer Journey Map That Actually Helps My Business?
A meaningful customer journey map reflects how your customers actually experience your brand—from first impression to long-term engagement. To create one that drives real results, you need to focus on real data, clear stages, emotional touchpoints, and actionable opportunities for improvement.
How Can I Improve My Website’s UX Without a Full Redesign?
You can improve your website’s UX without a full redesign by making targeted updates—like simplifying navigation, improving mobile responsiveness, speeding up page loads, and refining content hierarchy—based on user behavior and feedback.
How Do I Control the Images That Show Up for My Business in Google Search?
To control your business’s image results in Google, start by removing outdated or irrelevant photos from old platforms and directories, upload high-quality, optimized images to your website and verified business listings, and use proper filenames, alt text, schema markup, and XML sitemaps to ensure new images are indexed and ranked. Regularly update your content and monitor what images appear using Google Search and reverse image tools.
How Can I Manage Bad Reviews and Improve My Online Reputation?
Don’t ignore negative reviews—address them professionally, learn from them, and use them as an opportunity to showcase your integrity. At the same time, proactively request reviews from happy customers, simplify the process, and reinforce a culture of positive feedback.
How Do You Optimize Content for Google’s AI Overviews (SGE)?
To optimize for Google’s AI Overviews (SGE), focus on clear, concise answers to specific questions, prioritize E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), structure your content with semantic HTML and headings, use conversational language, and cover topics comprehensively while staying readable.
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