I've spent fifteen years being the person who goes all the way in. Not the consultant who reviews your deck and sends notes. The one who walks into the room, learns how the whole thing works, and stays until the strategy is actually built. I've done that in advertising, in media, at Sports Illustrated, inside a creator agency I co-founded from scratch. Every time, the work started the same way: understand the business before you touch the brand.

I started in advertising and revenue operations. Yahoo, Opera Software, FOX. I was inside the machine, building teams, closing deals, watching what actually made organizations grow. Three of those companies went through major market exits while I was there. That pressure teaches you things no strategy deck can.

Then I co-founded PROJECT Z, a creator management company, because I saw what was coming before most brands did. We represented talent with 100M+ combined followers and built real revenue from the ground up. That's when I stopped seeing the creator economy as a trend and started understanding it at a structural level most people still haven't caught up to.

From there, Sports Illustrated and The Arena Group, where I built a network reaching 100 million people across 265 brands. Creator-led growth at real scale, inside one of the most recognized names in sports media.

Now, Cellar Door. My own practice. Everything I've built feeds into one thing: going deep into a brand's world, finding what's genuinely true about it, and building the strategy that makes people care.

Today I work with a small number of founders, early-stage brands, and marketing leaders at a time. If you're building something real and need the brand to match, that's where I come in.