I’ve spent nearly two decades working at the intersection of analytics, marketing, technology and customer experience.
My career began in analytics and measurement, understanding customer behavior, evaluating marketing performance and using data to improve business decisions. Over time, that work moved closer to the decisions themselves: which customers to engage, what experience to offer, which channels to use, and how to learn from the outcomes.
That progression, from measurement to decisioning to marketing transformation, shapes how I think about modern marketing today.
What I work on
My work centers on customer decisioning, marketing operations and AI-enabled personalization at enterprise scale.
I have led strategies and operating models that connect customer data, predictive models, business rules, content, channels and measurement to create more relevant customer experiences.
That has included moving organizations from traditional campaign targeting toward customer-level decisioning, building measurement frameworks around experimentation and incrementality, modernizing marketing operations, and creating governance for AI-driven decisioning systems.
The technology matters. But technology is rarely the hardest part.
Successful transformation also depends on operating models, ownership, incentives, governance, measurement and how teams work together. The most interesting problems often sit between disciplines.
My perspective
I believe modern marketing is becoming both more scientific and more human.
Data, predictive models, experimentation and AI allow organizations to make increasingly precise decisions. But human judgment still determines the objectives, constraints, customer experience and values within which those systems operate.
The real question is not whether machines replace marketers.
It is how we design marketing systems in which marketing science and marketing craft reinforce one another.
That is a central theme in my writing.
Professional background
My experience spans analytics, customer decisioning, lifecycle marketing, marketing technology, measurement and large-scale marketing operations.
At Verizon, I have led strategy and execution across customer decisioning and marketing operations for multiple consumer brands, working across marketing, data science, technology, product, finance and customer experience.
I have also built and led global teams and helped move analytical and technology capabilities from concept into day-to-day business operations.
One belief has stayed consistent throughout that work:
Modernization is not about accumulating more technology. It is about connecting data, decisions, experiences and measurement in a way that improves both the customer experience and the business.
In brief: 19+ years across analytics, marketing and technology. 800+ campaigns personalized across seven prepaid brands. Experience across three Fortune 100 companies.
Why I write
I created this site to explore those ideas more deeply.
I write about marketing modernization, AI and customer decisioning, measurement, personalization, operating models and the organizational choices behind transformation.
The common thread is simple: making complex marketing systems easier to understand, and separating what genuinely changes how marketing works from what is simply the latest technology trend.
You can find my latest essays under Writing, or connect with me on LinkedIn.