Product 01 / DeepProve
Don't trust it. Prove it.
DeepProve creates a cryptographic receipt for every AI inference. I turned complex infrastructure into a category and an enterprise story people could understand.
Marketing leader. Commercial operator.
I make complex products and new categories clear, human and commercially real.
I build brands, lead teams and change how businesses operate and grow. From AI and technology to retail and consumer products.
↓00 / Selected work
Built for the in-between.
From Barbie to AI, I’ve worked between customers and creative teams, product and commercial leaders, new ideas and established businesses.
That’s where I do my best work: bringing people together around a clear direction, then making it real. A useful misfit: wildly curious, commercially grounded.
01 / Lagrange
Head of Marketing
Ground Truth for AI and Autonomy.
Two frontier products. One company story. DeepProve makes every AI inference verifiable. Halo keeps autonomous systems coordinated when conditions break down.
What I led. Product and category strategy. Positioning. Website. Launches. Partnerships. Sales narrative. Go-to-market.
Selected partnerships and ecosystem relationships
Anduril
AWS
IBM
Coinbase
Hanwha
Lockheed Martin
Product 02 / Halo
Coordination that holds when conditions don't.
Halo is the coordination engine for autonomous systems. I shaped the product, positioning and brought it to life with a go-to-market plan including a true simulation and game built on the same principles.
Play Hold the Swarm ↗
Yes, there’s a game. The same principles, a different way in.
Halo in motion
Four films. One system that keeps moving.
Watch the four-film series ↗
02 / Tools for Humanity
Head of U.S. and Global Growth and Partnerships
Making proof of human feel human.
Founded by Sam Altman, Tools for Humanity builds the technology behind World, proof-of-human infrastructure, finance and connection in the age of AI.
The technology was unfamiliar. The promise was deeply human. I made it understandable, trustworthy and useful, then built the system to take it to market.
What I led. U.S. go-to-market. Global growth and partnerships. Retail. Experience. The operating model across product and field teams.
The human expression
Real people get there first.
No Bot Shop made proof of human useful in one sentence: products that bots usually get first, reserved for verified humans.
13×
Global user growth
6×
Global verification growth
Both in ten months.
Three ways the strategy became real
Launching World in the U.S.
A brand campaign and event that reintroduced World with a more hopeful, human expression.
World U.
A university program, training system and operating playbook that gave student leaders the tools to build local adoption.
Building partnerships people could experience.
Selected work across Gap, Verizon and SoFi, Yum and KFC, Razer, Tinder, Visa, Vercel and Okta.
03 / Hanna Instruments
Global Vice President / GM, Marketing and E-Commerce
Precision, applied to growth.
Hanna had spent decades making complicated science simple. The opportunity was to bring that same precision to the customer and the business. And connect it all.
What I led. A 56-person global organization across marketing, ecommerce and customer care, enabling 600 salespeople across 75+ countries.
The brief
Add four new measurements.
The products were built around accurate readings. We built the commercial system the same way, using customer signals to shape how the company found, served and grew customers.
Commercial calibrationReady
pH°CECTDS
Measure the productMeasure the relationship
CACLTVAOVROI
One company. Hundreds of customer realities.
A lab is not a vineyard. A water plant is not a food line.
The operating system had to work across industries, products and markets without making every customer feel the same.
I designed one operating model across marketing, ecommerce, sales, R&D, supply chain and customer care, then led an overhaul of Hanna's vertically integrated manufacturing around customer demand, forecasting and product planning.
20,000SKUs
25Ecommerce sites
The commercial system
From product catalog to customer journey.
I rebuilt the experience around the moments customers actually moved through. One connected system from first search to next purchase.
01DiscoverMarketing and data
02UnderstandContent and merchandising
03BuyRetail · DTC · B2B
04UseCustomer care and sales
05Come backCRM and subscriptions
The readout
The numbers moved because the system did.
2×Market share
+60%Above three-year revenue goals
-30%Customer acquisition cost
+36%Customer lifetime value
The result was not one campaign. It was a company learning to see the customer more clearly.
04 / Al-Futtaim
Vice President, Marketing and E-Commerce
Turning a portfolio into one customer business.
Twenty brands shared customers, but not a shared customer view. I brought digital commerce, CRM, customer intelligence and loyalty into one operating model.
What I led. Portfolio strategy. Integrated marketing. E-commerce P&L. CRM. Loyalty. Customer growth. Operating model.
Selected portfolio brands
Marks & Spencer
Zara
Kate Spade
Sandro
Maje
Adidas
Hugo Boss
ACE Hardware
Guess
Watsons
Before
20 brands.
265 stores.
15 countries. Separate channels. Separate customer views.
265 stores.
15 countries. Separate channels. Separate customer views.
Built
One customer system.
Digital commerce. CRM. Customer intelligence. BLUE.
BLUE loyalty
One relationship across many brands.
BLUE connected rewards, customer data and a co-branded Visa card across the portfolio. It turned separate transactions into a longer customer relationship.
See BLUE today ↗
$160M
Digital revenue added
14.8M
Customers in the CRM
33%
Higher spend from BLUE members
300%
Lift in cross-brand purchasing
05 / MedMen
Vice President, Direct to Consumer
Changing the category by changing the story.
A three-chapter category story that dismantled the stereotype, reframed cannabis and showed what a normalized future could look like.
What I led. Direct-to-consumer. Brand. E-commerce. Delivery. Loyalty. Media. Product commercialization.
01
Stoner.
02
Cannabis.
03
The New Normal.
06 / Mattel
Sr. Manager, Global Brand Management
Barbie became a place you could walk into.
I led Barbie's expansion into live experiences, branded cafes, hotel rooms, and global retail formats, turning brand equity into physical businesses around the world.
$290M
Retail, licensing and location-based entertainment business
26 franchise deals across 37 countries.
Portfolio: Barbie, Monster High, Thomas & Friends and Fisher-Price.
07 / Earlier chapters
Schematic
Manager, Digital Operations
The Cannes Lions Touchwall.
I managed a 12-by-5-foot, RFID-enabled, multi-user experience that helped festival attendees explore, find one another and connect. Before immersive became mandatory copy.
American Apparel
Brand Strategy and Digital Growth, Consultant
Reintroducing an icon.
A global DTC brand in a PE-led turnaround. I helped reintroduce it through the Made platform, Iconic Basics, loyalty and digital growth. That work re-engaged 3.5M loyalty club members and gave the brand a clearer story.Later sold to Gildan.
08 / Inside the room
The work is serious. The room doesn't have to feel that way.
I listen closely, especially when someone sees it differently.
The best idea doesn’t need to be mine.
I give people a clear direction and room to do good work.
The work matters. So does enjoying the people you do it with.