20+ years of growth.
Multiple companies founded.
One operator.
One essay, every Sunday.
Marketing-operator notes. No course, no funnel, no upsell.
Three words I live by.
i.
Operate
Founder mode and operator mode. Sitting close to the product, close to the customer, close enough to the call.
ii.
Grow
Two decades on the marketing function. SEO, demand, brand at scale — patient bets that compound.
iii.
Write
An essay most Sundays on what I’m building, what I’m reading, and what I keep getting wrong.
I’m a builder who learned to write, and a writer who never stopped building.
My first real job was at Ticketmaster in the early 2000s, back when SEO meant arguing with engineers about title tags. From there I went to Adobe, then a string of companies in their messiest growth chapters — Upwork, Hired, Box, Blue Bottle Coffee. Each one taught me something different about how products actually reach the people who need them.
The throughline is operator work: sitting close enough to the product to know what’s true, close enough to the customer to know what hurts, and far enough above the noise to make a call. I’ve owned every channel that matters, built the teams that ran them, and made the mistakes that pay for the next ten years of judgment.
These days I’m building Sundry, advising a small group of founders I genuinely like, and writing essays about the unglamorous middle of a company’s life — the part everyone skips on the conference stage.
More about my journey →
22
years operating
7
companies, in seat
100+
essays in the notebook
12k
newsletter readers
What I'm building.
Operator-led, marketing-first. Putting twenty years of pattern-matching to work on a category I’ve quietly been waiting for someone to build.
Re-platformed the world’s largest freelance marketplace for search — partnering with product and engineering on a multi-year technical rewrite.
Owned brand, demand and content from Series B through Series C — built the team, rewrote the funnel, shipped the brand refresh.
Where you can find me.
Recent talks and interviews.
- The Operator’s SEO — keynoteSaaStr · 2025
- On programmatic content at scaleLenny's Podcast
Notes from the field.
The Snowball Effect: getting started and gaining momentum.
The first push is the hardest part of any project — and almost nobody talks honestly about it. A field guide to manufacturing momentum…
SEO as a core startup marketing strategy.
Not a side project. Not a Q4 push. The decade-long compounding bet.
Knowing and realizing your value.
How operators undersell themselves, and what to do about it.
One essay, every Sunday.
The marketing operator’s notebook — what I’m building, what I’m reading, what I keep getting wrong. No course, no funnel, no upsell.