Creative leader and writer. I keep the human at the center, and let the machine carry the rest.
Founder of Catalyst. Twelve years across brand, copy, and content, from agency creative direction for global brands to in-house CMO to building an AI-native content studio.
A few things I wrote, and a few things I built so other people could write better. The through-line is the one bet I keep making: taste is the part the machine can't fake.
"Content writers aren't getting replaced by AI. They're getting replaced by content engineers. We've built content engines for 150+ B2B SaaS companies. I'm calling it now."
The thesis of everything I make, in four lines. Written before it was the consensus take.
"PayPal is spending $236.5K to build its CEO's personal brand. interesting times we live in."
A lesson in restraint. State the exact number, step back, and let the reader do the math. My most-read piece of writing, and it's two lines.
I built the Catalyst brand from the ground up: the thesis, the voice, the copy on every page. This line is the argument the whole company is organized around.
Per-person voice profiles precise enough for a model to write in someone's actual cadence, a standard for catching the tells before anything ships, and quality bars that let a small team write in many voices at volume without losing the human in any of them. The connective tissue between a person's taste and a system that can execute it.
Where the arguments get room to breathe, past the length a feed will tolerate.
Roughly 2,800 people who let me into their inbox every week. The clearest test there is of whether the writing earns its place.
I started as a creative director and spent a decade telling brand stories for companies like NARS, L'Oréal, Estée Lauder, and BMW. Then I went in-house as a CMO, and now I run Catalyst, a content studio.
My dad is a mechanic. I grew up around engines, and the through-line of everything since has been finding the human, and the little bit of the visceral, inside the thing that looks purely technical. These days that means keeping the soul of writing human while the machine carries the production and the scale.