Advisory & Strategic Support for Digital-First Businesses
Helping founders and leadership teams design growth and monetization systems that still work when the market shifts.
My background is in online and affiliate-driven marketing, where performance, incentives, and systems intersect — and where short-term optimization often creates long-term drag if left unchecked.
I’ve spent more than 18 years inside affiliate, performance, and platform-driven businesses — as an operator, network lead, and growth strategist — working at the intersection of incentives, distribution, and monetization.
Most of the work I do sits upstream of execution. I help clarify direction, simplify structures, and support decisions that still make sense after the initial momentum fades.
What I help with
The work is practical, but the focus is long-term.
I’m most often brought in to support thinking and structure around:
Affiliate & Performance Marketing Systems
Designing, reviewing, or untangling affiliate and partner ecosystems — including incentive models, tiering logic, lifecycle thinking, and publisher alignment. This is often relevant when programs have grown complex or misaligned.
Online Growth & Marketing Strategy
Clarifying growth models across SEO, content, paid, social, and partnerships — with an emphasis on what compounds quietly versus what requires constant attention.
AI / LLM-Aware Search & Discovery
Helping teams think through how AI-driven interfaces change visibility, content structure, and discovery — without chasing trends or overreacting to each platform shift.
Clarity, Simplification & Decision Support
Identifying where effort is being spent to maintain activity rather than build value, and helping remove unnecessary complexity from systems and workflows.
How I typically work
I don’t embed as an execution resource.
I work as a thinking partner or external advisor, often alongside teams already doing the day-to-day work.
Engagements are usually:
- Clearly scoped
- Light on the ceremony
- Focused on judgment rather than output
The aim is not more activity, but better decisions.
Who this is for
I tend to work best with:
- Founders and operators of digital businesses
- Teams working with affiliate, performance, or creator-led models
- Companies navigating growth, restructuring, or platform shifts
- People who value clarity and experience over playbooks
Who this is not for
This is likely not a fit if you’re looking for:
- Execution-only freelance work
- Channel-level task ownership
- Short-term growth hacks
- Someone to validate decisions already locked in
I’m most useful when there’s room to think — and willingness to change course if needed.
My role is to bring outside perspective, pattern recognition, and judgment shaped by long experience inside growth systems.
How engagement usually works
Most engagements begin with a short conversation to establish fit.
From there:
- Scope is defined tightly
- Expectations are explicit
- Communication stays direct and minimal
I work independently and keep my availability intentionally limited.
I take on a small number of advisory relationships each year and work best where there is openness, trust, and room to think.
Get in touch
If something here resonates, the simplest way to start is a short, direct note outlining:
- What you’re building
- Where things feel unclear or heavy
- What kind of perspective you’re looking for
You can reach me here: