How I Work

I started my career at Sub-Zero Group, Inc. in a rotational program that moved through sales operations, product marketing, product launch, showroom sales, and external dealer sales. It was an unusually good seat for learning how premium products move through a market.

I saw the parts most people only talk about in pieces: the product story, the sales team, the dealer network, the showroom experience, the launch material, and the discipline required to make a brand feel consistent at every touchpoint.

As the rotational program came to an end, I decided to take a risk and bet on myself.

I started doing freelance marketing work, and that slowly became a small agency. I was sitting across the table from business owners, founders, and aspiring entrepreneurs trying to turn a loose idea or a stalled business problem into something customers would respond to.

That was the first time I understood what kind of work pulls me in. I liked building: turning a loose idea into something a client could see, use, and respond to.

Running that agency forced me to own the full problem: discovery, strategy, websites and eCommerce, customer acquisition, vendors, reporting, and the uncomfortable work of deciding which ideas deserved the investment.

Then the tools changed. As AI and modern builder tools became widely available, the industry changed fast. At first, it felt like a gift: more speed, more capacity, more ways for small teams to build.

Then the economics of basic marketing production collapsed. Websites, copy, and ad creative became cheaper and easier to produce. That made the average deliverable less defensible, and it forced me to ask a better question: what still matters when almost everyone can make something?

In a world where tools make everyone fast, judgment becomes the real lever.

Strong teams know what is worth making, why it should exist, and how to execute above the noise.

So I went deeper into the technology behind the shift. I wanted to understand where AI could improve real work, where it created new risk or friction, and what it took to turn a promising use case into a product someone could use.

I started building. I created an AI interview platform, a home-services CRM demo, Terralis Print Studio, and MoveMint. Across each product, the work stayed consistent: understand the problem, map the workflow, make the hard product decisions, and build enough of the system to prove it.

My business background gives the technical work context. Technical capability lets me carry that judgment into a working product.

I’m looking for a team with serious operating problems and room for someone who can work between the business, the user, and the build. That is where I do my best work.