My goal is simple: to be the person leaders trust when growth gets complicated. I work with founder-led ecommerce, marketplace, and app businesses that hit a wall when volume starts to break what used to work. When that happens, I slow things down, get everyone aligned on the real problem, and fix the foundations before any more money is spent. That usually means getting uncomfortable together—examining decision logic, search, site structure, conversion flows, attribution, and lifecycle behavior. If those aren’t solid, I pause ad spend and rebuild them first, designing platform-native creative and creator systems so creative, product, and performance move in the same direction. I design the system, then sit with the team and ship it. I’m most useful when the stakes are high, timelines are tight, and leaders care more about getting it right than looking right.…My goal is simple: to be the person leaders trust when growth gets complicated. I work with founder-led ecommerce, marketplace, and app businesses that hit a wall when volume starts to break what used to work. When that happens, I slow things down, get everyone aligned on the real problem, and fix the foundations before any more money is spent. That usually means getting uncomfortable together—examining decision logic, search, site structure, conversion flows, attribution, and lifecycle behavior. If those aren’t solid, I pause ad spend and rebuild them first, designing platform-native creative and creator systems so creative, product, and performance move in the same direction. I design the system, then sit with the team and ship it. I’m most useful when the stakes are high, timelines are tight, and leaders care more about getting it right than looking right.WWWW…