About

20 years in digital marketing. I've managed campaigns, built teams, and delivered ecommerce results — the kind where you answer for numbers every month, every quarter, no excuses.

Then I learned to code. Not to become a developer — but because the soul-killing busywork was eating my team alive, and I was convinced there was a better way to work and deliver results.

My perspective is unusual because I sit at a crossroads that rarely lives in one person:

This means I don't just advise — I build. And I don't just build — I understand what the team needs. I've been that team. I've built these teams.

Most AI consultants don't know marketing.
Most marketing consultants don't code.
Almost nobody has spent years inside ecommerce teams, feeling the pressure of delivering — quarter after quarter.

I have. That's why I don't sell fantasies about AI replacing your team. I've sat in your chair. I know what it costs to ship results when the data doesn't lie and the board is watching.

• I sit beside your team, not above them. I understand their pressure. I know when they're stuck. I know how to inspire change. We figure out together what to fully automate, what's faster with AI in tandem with human judgment and expertise, and what only humans should decide.
• I build AI tools that take the soul-killing busywork off your people — so they can focus on what only they know how to spot.
• I manage campaigns through API, not by clicking through GUIs. Real automation, not another dashboard to babysit.
• I pick the right AI model for each job — no vendor lock-in, no overkill. Simple tasks get light and fast models. Heavy lifting gets the heavy hitters.