Marketing Strategist · Boulder, CO
The Short Version
I have a non-traditional background spanning SaaS, startups, higher ed, and private equity. I've learned what works and why across different environments. Educated by degrees and relentless self-directed learning in behavioral science, I'm focused on applying what I've learned to help you grow.
The summer after college, I picked up Thinking, Fast & Slow. Something clicked that had been nagging me since Econ 101, professors kept talking about "rational actors" and I knew humans were anything but.
That book connected dots across everything I'd been drawn to: psychology, philosophy, how people actually make decisions. I kept reading across disciplines to inform my approach.
Years of experience across SaaS, startups, higher ed and I keep seeing the same patterns. Marketing doesn't fail because the team is lazy or uncreative. Nobody stopped to properly think about how humans actually process information and make decisions, and process disincentivize true creativity. I'm on a mission to help companies solve their marketing with a human approach.
"Your customers aren't irrational. Your funnel is."
The highest-leverage work is almost always the work nobody wants to do because it requires asking hard questions, taking risks, and defending them against fake rigor and short timelines.
Over-reliance on measurement has produced a generation of marketing that leans on safety, creating quietly ineffective marketing at the cost of conviction, craft, and courage that produces results.
Reduce friction on the path to conversion by operating within the grooves of how people actually think, choose, and trust. Not how we wish they would.
Brands are built slowly and broken quickly. Companies allergic to uncertainty retreat into short-term tactics that feel safe while eroding the long-term asset in the background. Patience isn't a virtue, it's a strategy.
Wake Forest, Philosophy & Political Science
I was always drawn to the big, messy questions that mattered. How people think and act, how and why certain systems work better than others.
Topanga Partners → UpContent
Private equity gave me exposure to various startups. That led to UpContent, a marketing SaaS startup. Energized by the small team, hands-on work, and thinking deeply about customer journeys.
Techstars
Customer Success made me realize I didn't care about support. It was understanding why people engaged or didn't, and designing better systems around that.
MS Marketing, University of Denver
One year of intensive study. Consumed more and more behavioral science and consumer behavior research. Formalized what experience had been teaching me.
CU Boulder
Managed email campaigns to 200K+ alumni, 44% open rate. Complex stakeholder environment. Learned what works, and more about how organizational friction kills good marketing.
Being on the outside lets me evaluate with fresh eyes and without the worry of upsetting a manager I have to work with indefinitely. I kept seeing the same problems, good marketing killed by bad process, misguided optimization, and a lack of understanding of human nature. Now I fix them.
Based in Boulder, CO with my partner and our dog. In my free time you can find me playing in the mountains on my feet, bike, or snowboard, making music with ROUNDTREE, or lifting things at the gym or out of the oven.
I work with B2B and SaaS teams to find and fix the friction in their customer decision paths.