Fifteen years turning novel categories into coherent, investable brands — across AI, robotics, health tech, and consumer. I think in systems, but I work at the sentence level.
I come in at the point where a company has something real but hasn't yet found the language or the engine to make people believe in it — and I build the systems that close that gap. Positioning frameworks that govern decisions. Voice that scales across teams. Campaigns that create demand. A pipeline that compounds.
The through-line across my career, from Tesla to Ekso Bionics to CalmWave, has been the zero-to-one moment: the point where a category doesn't yet exist, a product is genuinely hard to explain, or a brand needs to be rebuilt on a foundation that no longer fits. That's where I do my best work.
I'm a writer and a strategist in equal measure. I've led teams, managed agencies, directed creative, and sat in the room with founders and boards — and I'm equally comfortable in all of those contexts.
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