The human behind the work

“The opposite of a good idea is also a good idea.” — Rory Sutherland

Most marketers start with the channel, the budget, and the platform. I start with a question they rarely ask: how do I want the customer to feel?

Before I touch an account, I'm studying customer data, listening to sales calls, and paying attention to how real people talk about the product in their own words. By the time I build the first campaign, I already know the emotional language that will land — because I've heard it directly from the people I'm trying to reach.

It helps that I'm more technical than most creatives — my career started in software engineering — so I can build the systems that test these ideas quickly. And now, with AI tools closing the loop in real time, the gap between intuition and validation is shorter than ever.

I don't reject best practices. I just don't bow to them. When the data says the unconventional path outperforms, I take it without hesitation — and I usually find that it does.

Surfer. Salsa dancer. Lifelong piano player focused on improvisation and music theory. Competitive shooter. Beginner chess player working toward 1000 ELO. Language learner (Spanish and Korean). World traveler with a deep curiosity about how cultures build and communicate.

I believe the best marketers are the ones with the broadest range of inputs. Surfing teaches you timing. Salsa teaches you to lead and follow. Piano teaches you that the best improvisations come from deep knowledge of the fundamentals.