From Ideas to Action. FromAction to Impact.
I’ve spent my career building, experimenting, and figuring it out as I go. Some of it worked beautifully. Some of it required me to step up and evolve. But every pivot, every wild idea, every lesson hard-won—has shaped how I think about people, leadership, and the way ideas take root and grow.
Built in motion, on a less than linear path.
Curiosity, creativity, and an insatiable drive to learn have shaped every step of my journey. Nothing about my path has been linear, but every pivot, challenge, and hard-earned skill has led me here. I’ve come to see that the most fulfilling work—and the most meaningful life—is woven from a unique set of experiences and includes both bold successes and unexpected detours. Check out some highlights on the winding road that shaped the person and leader I am today.
Research Assistant,Type Ia Supernovae at the LBT
My advisor at Notre Dame saw something in me that I hadn’t yet recognized: I wasn’t just a scientist, I was a communicator. He told me I had a rare ability to make complex ideas feel human and accessible through storytelling.
At the time, I didn’t think much of it. But looking back, that insight foreshadowed everything that came next.
Marketing Analyst at a Casino
I started by analyzing audience data, crafting offers, and tweaking messaging. Then I layered in behavioral insights, fine-tuning campaigns that didn’t just perform—they transformed outcomes.
Growth took off, and I realized something big: marketing isn’t just about selling—it’s about shaping decisions.
Marketing, when done right, is one of the most powerful influencers of human behavior. But with that power comes responsibility. If you’re good at this, the results can be massive—so you have to decide what kind of impact you want to make. For me, the only choice was to use marketing to guide people toward decisions that genuinely improved their lives (and strengthened the community).
Lessons Learned
Commercial Development Land Analyst
But I quickly realized that closing deals for multinational agencies and huge retail brands wasn’t giving me the direct impact I craved. I wanted my work to resonate on a human level. That’s when I knew I had to pivot and apply my skills—data analysis, storytelling, and behavioral insights—in a way that truly aligned with my values.
Earning my real estate license sparked a lifelong fascination with how spaces shape human behavior and emotion. I learned that environments—physical or digital—can tell stories, influence decisions, and evoke feelings.
Perspective shaping insights
Launching a Working Artist Studio Space
We built a space where local artists could create, teach, and showcase their work, complete with an art gallery and community events.
It was part creative vision, part operational challenge, and my first deep dive into designing the systems and processes that allow a business to function, scale, and thrive.
Building a business is a creative act. Like art, there are no limits to what you can bring into being. If you can create anything, why not make something that’s not just functional, but beautiful, immersive, and deeply felt by everyone who interacts with it?
Deep thoughts...
North American Event Coordinator
Our events brought together a fascinating mix of doctors, business leaders, artists, and local supporters, creating spaces where cutting-edge science met community engagement.
This was my first time managing a nonprofit through rapid growth, and my first real experience communicating an emergent idea to an audience unfamiliar with it.
From this point on, my work centered around building brands and growing companies in industries where public understanding was still taking shape.
This also marked my first deep dive into immersive event production—an experience that would later influence my approach to branding and community-building.
When introducing a new idea to the world, education isn’t optional—it’s the strategy. Shaping public understanding isn’t just about messaging; it’s about creating experiences that allow people to engage, question, and connect.
Way Finding Facts
Director of Marketing
It blurred the lines between books, games, and interactive education, making it a challenge to categorize. Even Apple wasn’t sure if we were a book or a game.
We won runner-up for Best Mobile App of the Year at CES and were featured in Wired and The New York Times.
Our marketing strategy was just as immersive as the product itself—education and experiential events were core to our outreach.
This was where I fully stepped into innovation technology, shaping go-to-market strategies for products that didn’t fit neatly into existing categories—something that would become a defining theme in my career.
After launch, we secured a major partnership with Lucasfilm—a dream scenario for a small startup. But when Disney acquired Lucasfilm, they canceled all projects in development, including ours. Just like that, we were out of business.
I learned that success isn’t just about having a great product, strong marketing, or even the right partnerships—it’s about agility. We had placed all our startup eggs in one basket, and when that basket disappeared, so did we.
From that point on, I approached business differently: diversify, stay nimble, and always have a Plan B.
Lessons Learned the Hard Way
Strategic Marketing and Outreach
Through two successful crowdfunding campaigns, we kept the space completely free to the public. In just 90 days, over 6,000 people walked through our doors, including then-Mayor Gavin Newsom.
This was also my first social media-driven launch, a major factor in rapidly growing our audience and impact.
The project became part of a nationwide initiative by the White House Office of Science and Technology Policy to support tech innovation. We received an award for innovative community building from Barack Obama and the White House OSTP, along with grants from the City of San Francisco and private businesses.
What started as a single space in SOMA expanded to seven international locations, proving that when you design environments that foster collaboration and creativity, real change follows.
Chief Marketing Officer
I crafted messaging, packaging, and deep branding strategies while collaborating with top designers and engineers.
We launched with a pre-sale campaign for early adopters while pitching to investors. This was my first experience in a startup incubator, building pitch decks, refining positioning, and marketing not just to customers—but to venture capitalists.
It was a crash course in high-stakes storytelling: learning how to translate a bold vision into something that investors, customers, and the market could all buy into.
A startup aiming for VC funding needs more than a strong go-to-market for end users—it requires messaging that resonates with investors and partners. Selling the vision means speaking the right language to each audience to build a cohesive narrative.
Strategic Storytelling
Chief Marketing Officer
I had full control over brand strategy from the ground up, leading through public launch. Instead of following the industry’s typical sterile, technical branding, I leaned into my roots—building a human-centered, personal brand that stood out in a space known for jargon and abstraction. It worked.
We secured the largest cryptocurrency trading platform in the world as an early client, a major validation of our positioning and credibility.
We ensured a cohesive brand experience across both digital and physical spaces, mirroring the energy of our live events in our online presence.
We built a loyal following across multiple communities—thought leaders in speech and industry events, local audiences at down-to-earth gatherings, technical developers in deep-dive discussions, and casual, engaged followers on social media.
We won community-building awards from the City of Oakland, and our CEO landed on Forbes 30 Under 30—a testament to the power of strong positioning.
Chief Marketing Officer
We transformed a 9,000-square-foot furniture store into a thriving retail cannabis and local artisan boutique and event space—a first-of-its-kind concept that blended retail, art, and community. Because we were building in an emergent industry, the creative possibilities were limitless.
We designed a gallery space for local artists, curated immersive merchandising displays, and hosted large-scale community events that made the space feel alive.
This was also my first video-first social media strategy, where we leaned into strategic partnerships, influencer marketing, and content creation to drive engagement. A core part of our brand identity was being an active and responsible member of the community, which became a key differentiator in the market.
The result? A brand that didn’t just sell—it built deep loyalty and created a space where people wanted to return, not just to shop, but to connect.
Digital Nomad -- Wanderer
It wasn’t just an escape. It was a reset. A chance to step away from the relentless pace, reflect on what I actually wanted, and rethink how I wanted to work and live.
Somewhere between remote desert campsites and long stretches of open road, I realized I had a perspective and a voice that was valuable. I wanted to work in environments where I express my vision fully. This journey gave me the clarity and perspective I needed to take the leap and start my own business.
Fractional CMO -- FOUNDER
I want to work with founders, creators, and mission-driven startups bringing bold visions to life.
I dissected and optimized every piece of my work, refining my approach to drive even greater results. I launched my Fractional CMO business to help brands not just grow—but to accelerate the best ideas, build communities, and create lasting impact.
My strategy blends storytelling, behavioral psychology, and leading-edge marketing techniques to help good companies stand out.
This business is the culmination of everything I’ve learned. But more than that, it’s about doing work I believe in, with people who inspire me, to build a future where more people pursue their wildest dreams—without limit.
Lumio, previously called Foenix, was a social media analytics company that helped brands like Audi, David Jones and Red Balloon source legitimate influencers for social media campaigns.
To do this they would have to build a company that would be profitable in its first year. Not the next Uber of *insert clever idea*.
Still want more?
I offer multiple avenues to tap into my personal ecosystem of knowledge and experience. The most immersive and impactful is to partner with me directly to help build your vision.
How do you know if I'm the right fit for your business?
🔗 Still not sure if you're ready? Read this: "8 Signs You Need a Fractional CMO."