I’ve never been handed a clean problem.

I caught the startup bug early and never shook it. At Moontoast, we pioneered social commerce back when “buy this on Facebook” still sounded like science fiction. We built some of the first ads on the platform, sold albums for Taylor Swift, Kanye West, and Jay-Z, and won Facebook’s innovation competition. (They liked it enough to try to buy us.)

Then came a decade at Pixability. I started as a product manager and left as VP of Product, leading a team of eight and building AI/ML systems at a scale I still find a little absurd: pipelines chewing through 3.1 billion videos and 100 million predictions a day. Somewhere in there I learned the thing this whole practice is built on: at scale, the hard part isn’t the model. It’s the judgment about what’s worth building, and the guardrails that let people trust it.

Today I work as a fractional Head of Product and product advisor. My experience in ad tech, YouTube contextual advertising, and business intelligence helps teams connect product decisions with how customers buy and use the result. I work across discovery, positioning, go-to-market, and delivery, and build prototypes when there is a question we can answer by trying something.

The approach travels. In insurance, I helped turn a slow case-evaluation process into a production Slack workflow. With Audubon, I examined how people labeled wildlife images before evaluating AI tools. The starting point is the work people need to do; the choice of technology follows from that.