Leadership

I run small teams and, more often, the coordination around them: data, finance, legal, product, creative, SEO, and external partners who all measure success differently.

How I brief

Creative gets the insight, not the adjective. Finance gets the assumption, not the promise. Product gets the funnel step that is leaking, with the evidence attached. Most of the job is translating between people who are each entirely right within their own frame.

When things go wrong

I would rather say a channel is underperforming early, with a plan and a number attached, than manage the figure quietly until the quarter closes. That is far easier when the guardrails were agreed in advance — the conversation becomes arithmetic instead of blame.

Working with partners

Agencies and vendors get the same treatment as an internal team: a shared definition of success, access to the same numbers, and a standing review where the awkward questions actually get asked.