I’m a Director of Analytics working on a Fortune 500 CPG portfolio, where I lead a team focused on media measurement: MMM, matched market testing, incrementality testing, and the infrastructure that makes those methods trustworthy at scale.
Most of my work sits at the intersection of two things that don’t always talk to each other: how media actually gets planned and bought, and how it gets measured afterward. I care a lot about closing that gap — designing measurement into a plan from the start instead of bolting it on after the fact, and building tools and processes that shorten the time between a decision and knowing whether it worked.
Outside of work, I’m based in Norfolk, Virginia, where I spend time building things — home lab infrastructure, 3D printing, small AI and automation projects — and reading across leadership, systems thinking, and technology.
This site is a practice space. I’m writing here to get sharper on the ideas I care about most in measurement and media before deciding which ones are worth sharing more broadly.