This is an abridged resume containing detailed entries for select recent work. It intentionally excludes many other projects, certifications, publications, awards, organization involvement, and credentials.
Work
Freelance
Author
2025 – Present
OVERVIEW: Researching and writing a manuscript that bridges the gap between historical autocracy and modern leadership failures. This project synthesizes 20th-century history, behavioral psychology, and narrative theory to explore how the “utility monster” archetype manifests across different eras and industries.
KEY ACTIVITIES & RESEARCH FOCUS:
- Investigative History: Analyzing the management styles of Joseph Stalin, Francisco Franco, Idi Amin, and other dictators not as political anomalies, but as extreme case studies in organizational behavior (zero-sum negotiation, paranoia-driven HR, and extraction economics).
- Modern Parallels: Mapping historical totalitarian tactics to contemporary corporate governance, connecting the dots between the Holodomor (manufactured famine) and the shareholder value extraction that trades human suffering for profits.
- Psychological Analysis: Examining the behavioral drivers of “bad bosses,” specifically the role of Dispositional Greed and the inability to process negative feedback, drawing on research from the Journal of Personality and Social Psychology.
- Narrative Strategy: Developing a framework to help readers identify and navigate these “petty tyrants” in their own lives, whether they are running a country or a department.
OUTPUT:
- Manuscript development (approx. 80k words).
- Synthesizing primary sources (Soviet archives) with modern business case studies (Elon Musk, Charlie Javice).
- Publishing related commentary on the intersection of power, privacy, and technology.
Project HAND UP
ABOUT THE COMPANY: Project HAND UP (Healthy Africa: a New Directive – Using Puppets), focuses on educating for behavioral change. Partnering with organizations, including Rotary International, Amref Health Africa, and the Kenyan Ministry of Health to create and distribute entertaining, culturally appropriate, accurate public health information.
Board Member & Strategic Advisor
2016 – Present
ROLE:
- Actively participated in board meetings, ensuring adherence to organizational policies
- Facilitated a pivot to broadcast syndication from in-person shows after the COVID-19 shutdown
- Advised the local team of Project Hand Up in their goal of changing public health messaging
- Reviewed budgets and financial statements to strategize the most efficient use of resources
- Supported organizational growth through board development to strengthen messaging capabilities
SELECT PROJECTS:
- Produced the majority of COVID-19 public service announcements in Kenya with over 30 short edutainment spots in multiple languages, reaching ∼9.5 million people each week, was recognized by the UK government- funded Hygiene Hub, and won a Kalasha International Film & TV Award (AKA Kenyan Emmy)
- In partnership with AMREF Health Africa and the Coca-Cola Foundation on behalf of Coca-Cola Africa, Project HAND UP developed and produced two videos in support of Coca-Cola’s 2021 worldwide campaign named “Open Like Never Before.” The campaign was conceived to assist restaurants in complying to international standards of COVID-19 safety protocols and integrate local government regulations for re-opening.
- The Peter Ojiambo Foundation integrated Project HAND UP into its multimedia campaign, producing four videos aimed at a family audience addressing the unique challenges people with disabilities faced during the new rules of a global pandemic, strategically broadcasting daily on the Akili Kids! network, reaching a vast audience of 13 million viewers through free-to-air television in Kenya.
Push ROI
ABOUT THE COMPANY: A boutique ad agency specializing in bespoke solutions for clients ranging from early stage startups to global brands. Core services include SEO, digital, social, video, paid media execution and solutions design across go-to-market, UX, and complex analytics implementation, Google Partner Agency (2016-2020), and a DesignRush Top Digital Marketing Company (2020 & 2021).
VP of Operations and Client Strategy
2017 – 2025
ROLE:
- Led B2B pipeline generation and project bidding for 1,000+ proposals and 400+ contract negotiations
- Directed strategy, account, and vendor management across a diverse portfolio of initiatives for brands such as HP, Ralph Lauren, Pogo Energy, L’Oréal, Kickbox (acq. J2 Global), EVEXIAS Health Solutions, Funimation (acq. Sony Pictures Television) and Penguin Random House
SELECT PROJECTS:
- 25% web traffic boost and 15% decrease in CPA for EVEXIAS Health Solutions
- 300% boost in customer sign-ups for Plex with half the previous lead generation budget
- 30% increase in conversions and 80% no-show rate reduction for a Chain Medical Weight Loss Provider
- Successful pre-beta launch of Zabo facilitating a rapid acquisition by Coinbase
- 18% first-quarter subscriber increase and a 662% surge in website clicks from YouTube for L’Oréal Paris
- 28% reduction in wasted ad spend for Funimation (acquired by Sony Pictures Television)
- 15% relative increase in web traffic during a 35% drop in search volume for Moniker Partners
- 500,000 additional organic impressions to mainstream media for the announcement of Ansel Elgort as the face of Ralph Lauren Fragrance
Head of Product
ABOUT THE PRODUCT: The Push ROI Analytics Hub integrated social, search, online advertising, and offline data for seamless cross-channel conversion and impression tracking, with a small amount of machine learning to optimize advertising campaigns.
ROLE:
- Prioritized features for a multi-channel data integration hub capable of full-funnel, cross-channel conversion and engagement tracking
- Led the end-to-end product development lifecycle—from ideation to functional version—vetting, contracting, and managing engineering, design, and other vendors
- Launched a machine learning initiative, achieving measurable improvements in predictive analytics and data-driven decision-making
- Implemented and championed agile methodologies to ensure adaptability throughout development
OTHER NOTES:
- The analytics hub was used internally and reduced the time spent on client reports by 75%
- The analytics hub was never released as a standalone offering
- Development was discontinued after Adobe Experience Cloud became a suitable alternative
Music Audience Exchange – MAX
ABOUT THE COMPANY: MAX was founded in 2014 as a martech-backed agency, matching brands and musicians for influencer campaigns.
Marketing Director
2014 – 2015
ROLE:
- Validated MAX by driving 5M+ impressions from initial campaigns partnering Tito’s Handmade Vodka and Chevy with musical artists for multi-channel advertising across digital and terrestrial
- Developed sales pipeline resulting in contracts with Dr Pepper, Coors, and Jack Daniel’s
- Created the beta tech stack (analytics, CRM, automation), laying a foundation for $9.5M in funding
- Slashed activation time from 30 to 7 days by leveraging technology to audience test campaign assets and generate reports
OTHER NOTES:
- While not a founder, Mason Pelt was the first non-founder employee
- As a contractor Pelt was third person to work at MAX after co-founders Nathan Hanks, and Justin Mink
Touchstorm
ABOUT THE COMPANY: Owned by Diginary Holdings, Touchstorm is a tech-enabled service firm leveraging video to build brand audiences. The YouTube services division opened in 2013, as an expansion from existing SaaS offerings, providing channel management to several P&G brands.
Channel Manager
2013 – 2014
ROLE:
- Established Touchstorm’s YouTube Services Department with the achievement of P&G’s first-year goals, including a 300% increase in video views for COVERGIRL
- Executed digital aspects of Super Bowl ad campaigns for 3 P&G brands, delivering 27,083 hours of watch time
- Headed A/B Testing, and multivariate experiments for design elements contributing to a 22% increase in CTR
- Trained and onboarded new team members as the business group expanded from 4 to 11 employees
- Coordinated with P&G’s PR team on brand integrations (Ellen DeGeneres, The Olympics, Film tie-ins, ect.) driving 1.6B+ impressions
OTHER NOTES:
- One of the first two hires for the YouTube services division after Touchstorm expanded from SaaS and management of its own YouTube channel, Howdini
Early Career Highlights
Video Production, Technology, & Advertising
2009 – 2015
- 130+ productions including as cinematographer for Crashing the Fest and VFX artist for Shelter
- Drove 1B+ social ad impressions for Jack Daniel’s, Casa Herradura, and Woodford Reserve
- Grew Texas Roadhouse’s Facebook audience via social ads driving CTR as high as 0.5%
- Delivered 45M+ impressions with micro-targeted ads for JCPenney mitigating organic traffic loss
- Achieved 1M+ ad clicks and 13,611 hours of video watch time managing Bud Light Bands’ digital campaign
- Generated 700 qualified B2B leads for Wasp Barcode Technologies ft. Topgolf, winning a Stevie® Award
- Consulted with companies in Tech Wildcaters the DFJ Mercury and Forbes top-ranked B2B startup accelerator.
- Organizer for the first 3 State of Search events, a Search Engine Journal top digital marketing conference.
Startup Advisor
BLACKCERT
2016-2017
ABOUT THE COMPANY: Founded by John McAfee and John Casaretto, BLACKCERT was a web-trust certificate authority that offered security services for online consumer experiences.
ROLE:
- Conducted market research to identify potential opportunities and challenges
- Assisted in creating marketing strategies to increase brand awareness and attract new customers
- Provided crisis management advice during challenging periods caused by an eccentric founder
THE END
Ultimately, the startup could not overcome the negative impact of the founder’s eccentricities, resulting in its unfortunate downfall. The founder’s unconventional behavior and decision-making style challenged team dynamics, investor relations, and strategic planning. A controversial public persona mired in legal issues coupled with erratic decision-making led to a lack of investor confidence and internal cohesion.
TZUUM
2015-2016
ABOUT THE COMPANY: Founded by George Carter III, the inventor who created the first commercialized version of laser tag, Tzuum was an augmented reality competitive combat and strategy mobile game intended to be the next generation of laser tag.
ROLE:
- Conducted a comprehensive UX audit for an augmented reality mobile game startup, identifying key areas of improvement in usability, accessibility, and design consistency
- Assisted in developing and executing a marketing plan, including video, social media, PR, and advertising to attract beta users, Kickstarter backers, and accredited investors
- Facilitated post-launch evaluations, analyzing performance metrics and user engagement data to inform ongoing improvements and future development
THE END
Despite having a promising concept, an experienced founder, and innovative IP, the startup faced financial and technical challenges. Investors proved cautious, presumably due in part to the age of the founder CEO, who originally conceived the project in 1977. Additional technical challenges with rectifying real-time data between devices on different cellular networks slowed initial fundraising efforts.