Strategic advisory
About
I’ve led martech, measurement, and analytics a portfolio of consumer apps, with prior leadership in performance marketing.
I work with growth teams that need clarity — not just more dashboards.
My focus
Fix broken attribution
Clarify what’s truly incremental so spend decisions aren’t built on misleading signals.
Improve decision quality
Align leadership, finance, and growth on definitions, guardrails, and what “good” looks like.
Understand incremental growth
Move from platform narratives to measurement you can defend in the room where budget gets set.
Background
Deep hands-on work across martech, performance marketing, and analytics — from stack design and governance to how teams operate day to day.