I’ve spent my life in business — growing up at an entrepreneur’s table, learning early branding is in every touchpoint, people are the cheat code, how decisions get made, and the path to things building or breaking.

That turned into a decade+ inside startups, consulting with founders, and working at Google seeing how businesses grow, hit snags, and either regain momentum or lose it.

I’ve built and sold a consumer brand. I’ve helped teams untangle themselves. I’ve watched smart people overcomplicate simple truths and burn time instead of making decisions. Most things don’t fail in some dramatic way. Rather, they just get stalled out by hesitation, overthinking, or no one wanting to be the person who says, “this is the thing.”

A slow creep in the wrong direction can take you miles from where you need to be.

My strength is seeing what others miss — sensing tension, spotting patterns, and naming what’s actually happening — then turning that insight into decisions. I’m comfortable in early-stage ambiguity and just as comfortable in execution details, tradeoffs, and constraints.

Alongside my work in brand and business, I study health and human behavior as an applied practice. Not as a trend but as lived discipline. I go deep on how people regulate, change habits, manage energy, and sustain performance over time. That lens shapes how I think about products, teams, and brands that have to work in real life, not just on slides.

I care about choosing well and building things that hold up.

My background includes years of hands-on experience across wellness, tech, retail, and hospitality — as well as formal training in nutrition, NLP, coaching, and behavioral frameworks. I rabbit-hole wellness trends, pressure-test them, keep what works, and discard what doesn’t. I subsist on some combination of croissants, hot dogs, protein bars, and very real curiosity about how systems — biological or organizational — actually function.

Today, I work across brand strategy, innovation, applied AI, and advisory — helping founders and teams decide what to build, how to position it, and what to let go of. Everything I create, from product strategy to internal systems, is grounded in the same belief: when things are aligned internally, execution gets cleaner externally.

I’m analytical and intuitive — the kind of person who can help you make a hard call, design the system behind it, and still remind you to eat, rest, and not betray your own instincts in the process.