The human
A decade of going deeper into the engine.
I started in marketing because it was the closest door to the customer. Every year since has pulled me one layer deeper — from campaigns to lifecycle, from lifecycle to data, from data to the products all of it serves. Not a career pivot; the same curiosity, applied lower in the stack.
The throughline: I'm happiest when I can hold the whole system in my head — what the customer feels, what the business needs, and what the engine underneath has to do — and then build it, with AI as leverage and taste as the filter.
The arc
2016 →/Coalition Recovery
The apprenticeship
One person, the whole digital engine: strategy, SEO, paid, plus the brand itself — website, brochures, ads, drawn in Photoshop and Illustrator. Learned that distribution and craft are the same job.
The agency chapter/Nuclear Networking
Thirty clients at once
Meta, Google, Bing, TikTok, Snapchat, OTT — for 30+ clients in parallel. Top performer in year one. Learned how marketing changes shape by business, and how to build systems that keep that many plates spinning.
The startup chapter/Sploot Veterinary Care
Deeper into the engine
In as a digital marketing specialist; then lifecycle and retention — 50+ campaigns on a real identity and consent framework. Every layer down revealed the next one that mattered more.
The engine room/Sploot Veterinary Care
The data foundation
Led the migration to Segment, Snowflake, Mixpanel, and Braze — and built it: a Kimball-method warehouse, the tracking plan, the SQL. The plan and the build, one person.
Now/Sploot Veterinary Care
Product
Product management, built on all of the above. I know what the data can answer, what the systems can carry, and what it costs to build — because I've been every person in that meeting.
The range
How I work
- 01
Foundations before features
Warehouse before dashboards, identity before personalization, naming before scale. Sequencing is the strategy — everything else is decoration on sand.
- 02
The craft is in the parts you don't see
Semantics, structure, speed, documentation. Nobody applauds them, and everybody feels them. Quality is what's still true when you view source.
- 03
Boring names, exciting systems
Creativity belongs in the product. Schemas, events, and classes get names so predictable a new hire can guess them right on day one.
- 04
Judgment compounds, syntax depreciates
I learn theory deeply and rent the typing. Knowing what right looks like is the durable skill — the tools for producing it keep changing.
- 05
Warmth is a feature
Systems are for people. A workflow that messages someone about the wrong pet is a bug in the relationship, not just the data.
Off the clock
Webflow has been the hobby that kept turning professional since 2015 — design systems for fun, the way some people do crosswords. The rest is a work in progress.