How I Work

Leadership, like craft, is about making something that lasts. It’s about forging clarity in the midst of complexity, shaping culture with intention, and refining the way we communicate until it connects.

That’s the work I do with organizations every day—helping leaders bring care, skill, and attention to the things they’re building: teams, strategies, cultures, and trust.

What Shapes My Work

Throughout my career, I’ve worked alongside executives and leadership teams to strengthen how they lead, how they work together, and how they communicate. I’ve been a creative director and nonprofit leader, and I understand the pressure leaders face when people, culture, and strategy aren’t aligned. My clients have ranged from small, family-owned businesses looking for clarity on their next steps to C-suite executives seeking time and space to reconnect with what matters most. I help leaders move from uncertainty to clarity, from fragmentation to shared purpose—so the work they’re doing feels not just doable, but worth doing.

That’s why I founded Corporate Craft. Craft isn’t about perfection—it’s about skill, care, and taking ownership of the things we shape. When that mindset is shared across an organization, real progress happens.

Beyond Consulting

Beyond my consulting work, I’m the founder of the George Masa Foundation, which helps young people connect to conservation through photography. I serve as Councilor for Communications with the Carolina Mountain Club, one of the nation’s oldest and most respected trail organizations. I also executive produced an award-winning family film based on stories written by my father—work that deepened my understanding of narrative and the collaborative craft behind meaningful projects.

I’m a photographer, conservationist, hiker, and storyteller. My work and experiences—from the Southern Appalachians to Japan—have been featured in publications like Backpacker Magazine and The Japan Times. I maintain trails in the mountains where I live because I believe small, steady efforts—done with care—add up to something meaningful over time.

What sets my work apart isn’t just experience—it’s how I show up: thoughtful, attentive, honest. Focused on the long game, not the quick fix. I help leaders forge something they can be proud of: work done well, together.

Photo of me on the summit of Mount Fuji by Sarah Decker Jones
Photo of me on a frozen lake in the north woods of Minnesota by my nephew Riley Huff