I build brands that make complex things legible.

I come in where a company has something real but hasn't yet found the language to make people believe it — and I build the system that closes the gap.

See the work → Work with me →

Currently —open to VP / CMO roles & select engagements

$0 → $100M+

Pipeline grew from zero
CalmWave · healthcare AI

45 → 20 min

Discovery calls, cut by
narrative & positioning

70×

Revenue growth
Vave Health · medtech

$50M

Pipeline, LA Auto Show
Tesla · 120+ staff, 20K leads

Healthcare AIMedical roboticsConsumer techTeslaCategory designZero-to-oneEkso BionicsPositioningDemand & pipelineVave HealthNarrative systemsCalmWave Healthcare AIMedical roboticsConsumer techTeslaCategory designZero-to-oneEkso BionicsPositioningDemand & pipelineVave HealthNarrative systemsCalmWave

Selected work — the transformation

Dimension Express

A 90s database, rebuilt end to end

CalmWave

Feature-led to category-led

Ekso Bionics

One brand, two markets

I work at the zero-to-one moment — before the category exists.

* Where a product is genuinely hard to explain, or a brand needs rebuilding on a foundation that no longer fits.

02 — services

For hiring teams

Bring a brand leader in-house

Fifteen years owning the full arc — brand and narrative through demand and pipeline — for AI, robotics, health tech, and consumer companies at the zero-to-one stage.

Case studies & résumé →

For founders

Make the story finally land

Fixed-scope engagements for early teams: a positioning sprint, a category-narrative system, or a fractional head-of-brand retainer that gives you clarity you can build on.

Explore an engagement →

03 — selected work

Naming the category

CalmWave — a product with no category, to $100M+ in pipeline

Healthcare AI

→

One company, two markets, zero confusion

Ekso Bionics — one brand spine, two buyer narratives

Robotics

→

A car into a cultural moment

Tesla — the Model 3's first public showing, beyond early adopters