Consumer growthLifecycle marketingHelping build LOOK OPTIC

About

I partner with consumer brands and founders to translate their growth goals into concrete outcomes.

Brands I've worked with

What I’m working on and thinking about

Building

Recursively self-improving growth systems

I’m building a system for email production with AI embedded throughout the process, from creative production through deployment, performance analysis, and adaptation.

It’s designed with Klaviyo, Figma and HQ as a harness, with deliberate points for human judgment, craft, and creativity. The goal is higher-quality emails and better personalization at scale.

I’m always interested in talking with people who can help me elevate my thinking around this work.

Exploring

Making incrementality useful in an actual business

I’m interested in how DTC and omnichannel brands put incrementality into practice: how to design measurement around the decisions a business needs to make, then use the findings in planning, budgeting, and day-to-day work.

A lot of that comes down to how people work with the results: who needs to understand them, which decisions they should inform, and what happens when they challenge the way the business currently operates.

Exploring

Structuring growth for the business you have

How should a growth strategy change with a business’s scale, maturity, and category?

A team running a nine-figure DTC brand has different resources and constraints from one building a seven- or eight-figure business. That should inform which tactics they pursue, how they organize, and what they expect to work.

There’s plenty to learn from other operators. I’m interested in understanding the conditions behind their results and deciding which lessons apply.