I've been around brands for a long time. Long enough to have watched digital marketing grow up — from banner ads and early social to paid social, short-form video and now AI-assisted production.
A lot of that time was spent in the outdoor and action-sports world: snow, surf and the lifestyle brands around them. It's an industry that teaches you quickly that you can't fake it. The audience knows the difference between a brand that gets it and one that's just borrowing the look.
Both sides of the table
I came up on the creative side — photography, video, campaigns, the craft of actually making things. Over time the work pulled me into the commercial side too: paid media, performance, positioning, budgets and the uncomfortable question of whether any of it is working.
I've also built and launched businesses of my own. Spending your own money on marketing is a fast education in what matters and what doesn't.
What I do now
These days I work with brands as a fractional marketing and content director. That usually means stepping in as the senior person who can see the whole picture — strategy, creative, content and digital growth — and then staying close enough to the work to make sure it actually happens.
I'm most useful to brands with something worth saying: outdoor, action sports, lifestyle, hospitality, wellness, real estate and other businesses where the visuals, the story and the community really matter.
