No departments. No layers. No account managers between you and the work. Just one strategist who does the thinking, the making, and the measuring.
— Finding the signal
Before anything gets made, I figure out what needs to be said — and to whom. Brand DNA, audience truth, competitive white space. No 40-page decks. Just clarity that moves things forward.
Brand AuditAudience ResearchCompetitive AnalysisGo-to-Market
— Turning strategy into momentum
I build and run campaigns that do what marketing should: grow your business. Paid, organic, content — I choose the right channel, not the trendy one.
Paid MediaContent StrategyEmail & CRMPerformance Analytics
— Making it matter
The line between forgettable and memorable is taste. I direct the visual identity, the voice, the details that make people stop scrolling and pay attention.
Visual IdentityArt DirectionBrand VoiceContent Production
Three engagements — one each in strategy, growth, and build. Different industries, different scales, same operator.
buyer verticals 1 platform · modular content
— Multi-vertical positioning for an enterprise digital health platform
b.well serves four buyers from one platform — health plans, health systems, life sciences, and consumer health — each with a distinct procurement cycle, regulatory context, and budget owner. Worked on the vertical-segmented messaging system: distinct landing tracks, vertical-specific content, ABM playbooks tuned to each cycle. The platform stayed the same; the way each buyer met it changed.
Vertical positioningModular content systemABM playbooksRegulated-industry copy
Enterprise health buyers don't read your homepage — they read the vertical page their colleague forwarded them. Get the four vertical pages right and the homepage almost doesn't matter.
subscription tiers · 5 school partners events + retail + recurring revenue
— Subscription engine and community programming for a post-pandemic indie bookshop
Timbre opened in 2020 — the worst possible year to launch a brick-and-mortar bookshop. Built the growth infrastructure an indie needs to survive Amazon and outlast the Algorithm: a three-tier subscription box model (Fiction / Nonfiction / Picture Books, with 3-, 6-, and 12-month options), a packed event calendar (staff book clubs, genre clubs, author events), and partnerships with five Ventura-area schools for book fairs and educator programs. The shop runs on three revenue streams instead of one — retail, recurring subscriptions, and institutional partnerships — so no single channel owns the business.
Subscription product architectureE-commerce site buildEvent calendar systemSchool partnership frameworkCommunity engagement strategy
The indie bookshops that survive aren't trying to out-Amazon Amazon. They're building what Amazon can't: a third place, a subscription relationship, a reason to come back every month that isn't just 'we sell books.'
retail POP units / year HOKA · Stio · Museum of Ventura County
— Two-audience e-commerce engine for a specialty print shop
Image Source serves two completely different audiences from one shop floor: independent artists ordering Giclée fine-art reproductions, and national retail brands commissioning hundreds of custom POP executions a year. Built the e-commerce side as a self-serve catalog for artists and photographers — product pages with material specs, paper-stock guides, file-prep instructions — while keeping the B2B side a relationship-led inquiry funnel with case studies, testimonials, and direct-to-the-shop contact. Two audiences, one brand, no compromise either way.
Self-serve product catalogTwo-audience IAMaterial/spec systemB2B inquiry funnelTestimonial capture
The artist ordering one Giclée and the GTM manager at HOKA ordering 100+ POP units are not the same buyer. The site has to know that — once it does, the conversion rate on each path doubles.
Let's talk
I love hearing about new projects—especially the messy, half-formed ones. Sometimes those are the most interesting.
No forms, no fuss—just a real reply