I make complicated products easy to want.
Nobody wakes up wanting a prediction market, or an AI matchmaking app, or soap made from used cooking oil, and that's most of what I've worked on. The work is finding the people who turn out to want it anyway, understanding what made them say yes, and building whatever gets it in front of more of them.
Attention was
my first job
I started a YouTube channel when I was ten. At thirteen I started acting, and I kept at it for a decade. Being on camera that long teaches you pacing, and it teaches you that people decide whether to keep watching in about three seconds.
I still do the whole loop myself. I write the script, shoot it, publish it, then open GA4 and PostHog to find out whether I was right. At Ditto that meant 60 videos, 2 million views and 1,000 signups in six weeks. At Unify it meant 17 ambassadors on 6 campuses and 20% more organic traffic.
Nobody asked me to do most of the work I'm proudest of.
6M+
1,700
6K+
40+
Selected work
my philosophy
High agency
Most work that needs doing is not assigned, and waiting for a defined scope usually means the window has closed by the time permission arrives. I would rather produce a rough version early and be corrected on it, which is how I was hired at Ditto after sending multiple campaign ideas nobody asked for.
Make it exist first, make it better later
Refining something before anyone has seen it means measuring it against my own assumptions, which is the least reliable information available. Real feedback changes the work more than another round of polish does, so I publish earlier than is comfortable and improve against the response. That instinct came from growing my own content account.
Confidence comes from users
Teams tend to mistake their own agreement for evidence, and the longer a project runs the harder that is to notice from inside it. I keep talking to users while the work is in progress rather than validating at the end.
Experience
Full résumé
Content Creator
Growth Intern
Head of Growth
Project Manager, SFU BUS 361
Project Manager
Workshop Facilitator & Marketing Coordinator