I build the system, then I build the thing.

I run growth and e-commerce for a beauty brand by day. Paid media, conversion, lifecycle, the full funnel across DTC, B2B, TikTok Shop, and Amazon. At night I design and ship my own products, from an anonymous workplace-culture platform to a home decor and lighting brand.

Doing both changed how I work. When you have to market something you also built, you stop treating marketing and product as separate jobs. You start seeing the whole system: how a referral on the site lifts sales on the marketplace, how a checkout change moves retention three months later, how the thing you build decides the story you get to tell.

That systems view is what I bring. Tools are easy, anyone can learn them. The scarce skill is knowing which lever actually moves the number, and why.

And I do mean the number. I run on data, not vibes: MER, ROAS, AOV, LTV against CAC, CTR, tACOS. I keep the whole board in view and let it tell me where to push next.

I live by one mantra: there is no best way to do things, because there is always a better way. It's why I keep testing long after something works. Outside of work, that energy goes to travel, food worth a detour, hiking, and very beginner pickleball.