What I work on.
These are the connected problems that keep showing up in my work: the gap between what an organization wants to do and what its systems actually make possible.
How content work moves through an organization.
A content strategy is only as useful as the system that supports it. The real work is in the handoffs, decisions, models, approvals, and routines that turn an idea into something useful.
At Sanity, I spend time with content and marketing teams working through those realities: where work stalls, where tools create friction, and where a better content operating system can give people more leverage.
What changes when AI has to work in the real world.
The interesting part of AI is not the demo. It is what happens after the demo: quality control, trust, workflow fit, incentives, maintenance, and whether anyone is actually better off.
I've built AI content systems that ran at scale, and I stay interested in the hard, less glamorous work that makes an experiment dependable enough to use.
Content that can be used more than once.
Too much valuable content is trapped inside a page, a format, or a team. Reusing it shouldn't mean starting over.
Structured content changes that. It gives teams a foundation to publish across channels, adapt to different audiences, and make future changes without recreating the same work.
Learning by making things.
Some questions are too new or too specific to answer from a slide deck. You have to make a rough version and see where it breaks.
That instinct has led me from new-market launches and content businesses to automated pipelines, writing, and experiments with AI music and video.
Selected work
A few places these interests have become real projects.
Motley Fool Germany
Founded and built Motley Fool's German business from scratch. Navigated a new language, a new regulatory environment, and a new audience with no existing playbook. Grew it to €2M+ in revenue and led it to a profitable exit.
The Ascent
Walked into a $75M affiliate media business and scaled it past $100M. Built the cross-functional systems, defined what winning looked like across a large distributed team, and drove the operational foundation that made growth sustainable rather than fragile.
MyWalletHero
Built a fintech content and affiliate platform in two regulated markets — UK and Canada — from employee #1. Handled everything from market strategy to compliance alignment to team build-out, with no template for how it was supposed to work.
AI Content Operation
Built an AI content operation from scratch: 7 automated pipelines, 4,000+ published articles, Legal-approved automation framework. Did it in 12 months at a time when no one had a playbook for this. The operation ran at a scale that would have required a much larger team without the AI infrastructure.