The story.
Learning the value of testing.
Accounting degree, 4.0. Early career forecasting at billion-dollar oil and gas operations, where a wrong assumption costs millions and a misplaced decimal costs you your job. That work beat one habit into me: every answer starts as a hypothesis, and you test it before you believe it.
Sequent Energy · CVR Energy
Applying it, brand after brand.
An operations job at a small apparel company in LA came next. That's where I found paid media, and where finance and marketing stopped being separate subjects. Then a decade inside consumer brands. Denim, menswear, basics, beauty. Same method every time: form the hypothesis, test it against the data, and look for the problem nobody had named. Every stalled brand had one. Finding it became the job before anyone called it that.
Jumpcut · Pistol Lake · DSTLD · Buck Mason · Saint Jane · Rowan · Mate the Label
The call that became a calling.
Feals hired me to fix their marketing. Everyone's hypothesis was marketing. Mine was the unit economics. Fixing those first, against everyone's instincts, is the whole story. Profitable at $5.5M. Then $30M at 10% margins. I was GM by the end. The title mattered less than the call.
That call is the job now. I advise founders and their leadership teams, a few companies at a time, weekly. Same skill, applied where it's needed most: finding the problem underneath the problem. The work stays yours.
Feals
What would have to be true for this to work?
What does the data say that nobody's repeating?
What's the cheapest test that proves us wrong?
What would you fix first if you weren't scared of the answer?
Outside my 9-5.
Fueled by donuts 🍩. Builds furniture from plywood. Happiest outside. Will absolutely ruin a conversation with a pun.
Write me a note.
Tell me what’s not working.
If it looks like a fit, we do one working session on your actual issue. You'll leave with something useful either way. If we both want to continue, we start. Most conversations don't turn into engagements.