I work on how brands get found, understood and remembered.

I started in engineering and ended up shipping AR lenses for Snapchat while I was still a student. That taught me distribution before it taught me marketing: a thousand lenses go out, a handful travel, and the difference is rarely the craft.

Most of what I know since then came from running things long enough to see them stop working. An account grows, the format tires, the numbers flatten, and you find out whether you built a system or caught a wave. I have been on both sides of that.

What I am useful for now is the part before the content calendar. Which channel, which question, and what to stop doing.