About
I learn things by running them.
Operator first, everything else follows.
I have sold on Facebook Marketplace, Etsy and Amazon, built Shopify stores and brands of my own, and spent several years inside corporate analytics and marketing finance. Most of my time now goes into how a business gets found, understood and chosen.
Right now
Three things at once.
They feed each other. What I learn running a store shows up in the client work, and the other way round.
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01 · Client work
Vizible
Digital foundations for businesses that need to be found and understood, by people and by AI search.
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02 · Own brands
Stratus and Persona
A technical water-treatment catalogue and a sports jewelry brand. Both real stores with real customers.
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03 · Products
Milo and Coach Mahjy
Two products in progress. One for tennis players, one for people learning Mahjong properly.
How I actually work.
Four habits that came out of running things rather than reading about them.
- 01
Start from the customer, not the channel
The platform changes. What makes someone trust you and click does not change much at all.
- 02
Ship it, then look at the numbers
A live page with real traffic teaches more in a week than a plan does in a month.
- 03
Boring fundamentals beat clever tactics
Structure, speed, clarity and trust. Most of the wins are unglamorous and repeatable.
- 04
Say what I have not done
I am not a developer, a designer or a media buyer. Knowing the edge of my lane is part of the work.
If I cannot measure it, I do not claim it.
A slightly non-linear path.
Corporate operations on one side, marketplaces and my own stores on the other. The overlap is where it gets interesting.
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Corporate
Tim Hortons / Popeyes
Analytics, operations and a very large marketing fund.
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Marketplaces
Facebook / Etsy / Amazon
Learning to sell by selling, one listing at a time.
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Shopify
Stores and brands
Ownership, conversion and the 5% obsession.
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Apps
Ambitious Labs
Working alongside founders building their first products.
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AI search
Indexy
Getting businesses understood by machines, not just people.
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Building now
Vizible / Ventures / Milo
Operating, building and shipping in parallel.
Off the clock
Outside the browser.
Most of my best business thinking happens somewhere other than a desk — on a pitch, on a court, on a plane, or halfway through a conversation that started about something else entirely.
- Soccer
- Tennis
- Fitness
- Travel
- Reading
- Long business conversations
Things I can talk about for way too long
- E-commerce
- Shopify
- Soccer
- Business models
- AI
- Conversion
- Tennis
- Why your website is confusing