I think in cohorts, not campaigns.

I started in front-end development at a small non-profit. After some years and changing continents, I found myself doing the marketing parts nobody else wanted: the segmentation, the deliverability audit, the messy export from a legacy ESP at 2am before a launch. It turned out to be the part I love.

Today I work with five or six clients a year, usually as an embedded digital specialist, building the systems that turn first purchases into habits. I'm opinionated about tooling, allergic to vanity metrics, and quietly obsessed with onboarding sequences.

Outside of work: I volunteer for animal shelters where I help care for rescued animals, craft furniture and facility improvements.