About

I started out in B2B SaaS, mostly around product marketing and growth at Exotel. A lot of the work came down to figuring out who we were trying to reach, what would make the product matter to them, and what to change when something wasn’t working. What kept me interested were the questions underneath it: why one message landed and another didn’t, why some people showed intent but never moved, what the numbers were actually saying, and whether the problem we were solving was even the right one.

Then I spent a few years preparing for the civil services.

It was a real detour, and eventually I chose not to continue with it. I don’t have a neat lesson to attach to those years. They mattered to me, even if they didn’t lead where I thought they would.

Coming back to work, I took on some independent growth work and started building things of my own. I also found myself wanting to understand more of what sat behind the things I used to market: how products are built, how people actually use them, where the data comes from, and what happens between a good idea and something that works in the real world.

So lately I’ve been spending more time with product, data and code while still working on the kinds of growth and go-to-market problems I already know. I like being able to understand more of a problem, especially when the answer turns out to sit somewhere I wouldn’t have looked before.

Outside work, I make art.

I’ve been drawing for years, and for a while I sold some of what I made. That part of my life is slower and much less explainable. I like making things that don’t need a business case, a dashboard, or even a particularly good reason to exist.

I write here too, usually when something has stayed in my head long enough that I want to see what happens when I put it into words. Sometimes that’s technology or work. Sometimes it’s attention, simplicity, art, or something entirely unrelated.

I still take on the occasional independent project. If you have something in mind, feel free to reach out.