About

I have a degree in environmental conservation and spent a decade working in NGOs before ending up running marketing for a tech company.

Most of what I know came from doing the work badly for a while — running on instinct, mistaking activity for impact, treating campaigns as one-off scrambles instead of as a system that compounds. The pieces here are write-ups of what eventually started working.

I’m currently marketing lead at Appsilon, where I inherited a marketing team and rebuilt the function around it over time — from a freelance collective hoping for inbound into something that runs more like an engineering org: real campaigns, systems to deliver them, and the work tied back to revenue. I write about the systems behind that work, plus shorter notes on AI and leadership when there’s something worth saying.