Cyndi is an editorial director and strategist who believes there’s a good story in almost anything if you’re curious enough to uncover it. She brings almost two decades of experience in B2B content, editorial strategy, and brand storytelling to Thinkso, helping clients make complicated ideas clear, compelling, and meaningful.
Over the course of her career, Cyndi has built publications from idea to distribution, led creative teams, developed content and editorial strategies, and turned storytelling into a powerful tool for business. Her work has spanned technology, professional services, media, financial, and consumer brands, with clients including AWS, Google DevSecOps, HP, Red Hat, Thomson Reuters, and Warner Bros. Discovery, as well as Atlas Obscura, Slow Food USA, and Eder Financial. She’s particularly drawn to complex subjects and the challenge of finding the human story in each one.
Cyndi appreciates both the macro and micro in her work; her superpower is knowing when to zoom in and sweat the small stuff and when to zoom out to bolster the vision. She’s creative and resourceful, with a habit of asking how things work — then looking for ways to make them work better. She’s happiest when she’s connecting the dots, bringing people together, and turning a good idea into something tangible.
Cyndi holds a BA in English from Calvin University. Outside of Thinkso, she has an enthusiastic and mostly food-centric collection of hobbies: growing all manner of vegetables and flowers, and pickling, preserving, drying, and freezing her harvest for later use. You can find her making homemade wood-fired pizza with her family most weekends. Cyndi lives in Chicago with her spouse, two young children (twins!), and aging dog, Maxine.
What’s with the layer cake?
I made all the desserts for my own wedding. I love making something beautiful and delicious that brings people together for a celebration. A great cake takes planning, thoughtful execution, attention to detail, and a little bit of magic. I believe great content is the same!