I find what's next —
before it becomes obvious.
Sr. Manager, Category Growth & Data Science at Adobe. Building at the intersection of AI, marketing, and human behavior.
Invented the metrics for a channel that didn't have them yet. Led Adobe's AI search strategy and built measurement infrastructure from zero — creating frameworks that track brand discovery in an era where search is being rewritten by LLMs.
Built the framework to decode social signals into business impact at Adobe scale. Developed modern measurement solutions that connect creator attention, engagement, and influence to real growth outcomes — beyond last click.
Scaled Adobe's demand measurement from the ground up for Creative Cloud & Document Cloud globally. Built attribution models, incrementality testing, and media performance analytics that optimized billions in marketing investment.
I'm energized by using data to uncover what's next, before it becomes obvious.
I started as an engineer, became a market analyst, and spent the last decade building growth strategies and data science teams at Adobe. I've never stopped being all three — and that cross-disciplinary lens is my edge.
Over 10+ years, I've built measurement frameworks and growth strategies rooted in experimentation, curiosity, and data-driven decision making. What motivates me most is working with creative people to solve hard problems and build things that didn't exist before.
I love turning ambiguity into clarity, signals into strategy, and ideas into measurable impact. Whether it's AI Search, Social & Creator Ecosystems, or Emerging Demand — I'm drawn to the spaces where technology, consumer behavior, and business strategy collide.
Velocity first. When agents own execution, teams stop getting stuck in the work and start thinking about where it should go. But we become the judgment layer — reviewers when outcomes can't be scored.
Creator Economy · MeasurementSegment creators by conversion path, not follower count. The organic halo is real — it just doesn't show up as last click. And AI citations are where this is heading: evergreen content today is future LLM visibility.
AI · CreativityFirefly made it real. New ideas come from leaning into disciplines where you're not the expert yet — and sharing your imperfect thinking with people who will challenge it, because they care enough to make it better.
Open to conversations about AI strategy, growth marketing, speaking, or collaboration. Also happy to talk wine.