The person you actually work with.

I started in design. The job was to make things people wanted to look at. The lesson was figuring out why some things stop you and other things do not. That is the lesson the rest of this career runs on.

From there I moved into performance marketing. Over the last decade and $15M+ in managed ad spend across Google, Meta, Shopping, Performance Max, and the conversion tracking underneath all of it. Lead-gen, ecom, B2B, local service. The vertical changes. The diagnosis pattern does not.

I worked inside agencies long enough to see exactly where the model breaks. The senior who sells the engagement is rarely the person doing the work. The work gets handed to a junior who is learning on your account. The reports get written by someone three days behind. Nobody is wrong on purpose. The structure is just bad for the client.

I went independent in late 2024. Now I work directly with founders, the way I would want someone working with me. One senior. Direct line. Written summary every Monday. The agency offering, without the agency.

The slop is everywhere. Hallucinated catalog images, deck slides that all read the same, blog posts nobody read while they were being written. The output is generic because the input is generic.

The way I run it is the opposite. Every program opens with a written brand constitution: voice, palette, factual anchors, forbidden territory. AI handles the parts where speed compounds, which is catalog scraping, image rendering, ad-variant testing, audit drafting. I personally review every output before it ships, every claim before it goes in a deck, every render before it touches your catalog. The audit trail records exactly what produced what.

What this buys you is more judgment time, not less. The slow, craft-heavy work, positioning calls, what-to-kill decisions, the strategy you actually pay me for, stays mine.