Descent
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I have run digital advertising from every seat at the table.
Follow the light.
The next move is already in motion.Twelve years running search, video, and programmatic against business outcomes, not media metrics.
Full-funnel strategy, custom bidding, and measurement design.
Seven years at Google on named strategic accounts. Now client side, running full-funnel strategy across the new AI ad products from Google, Meta, OpenAI, and others.
Custom bidding for a US military branch.
Wrote the custom bidding script against a national recruitment shortfall, and the incrementality design to prove it: 85% lift in confirmed enlistments and 120% lift in recruitment search intent, measured against a holdout.
Card acquisition, rebuilt.
Moved a national card issuer from an uncapped 18+ model to persona-based first-party and lookalike targeting, with test design across Demand Gen, YouTube, CTV, and search: 90% ROI improvement, 30% lower decline rates, 16% higher value per acquisition. Also led the first-to-market launch of OpenAI's ChatGPT ad format, alongside OpenAI's own ads team.
A $500M+ annual client, moved onto the machine.
Shifted a $500M+ annual client from an institutional, direct-buy view of media to one run on automated bidding, machine learning, and AI-powered tools, reinvesting the savings for 23% more unique reach at no added cost.
Project Iris
In private testingHand it a résumé. Iris reads every open role on the boards of the companies you want, throws out the ones you have no business reading, and scores the rest against you with the reasons written down.
Open the page ↗Arctura
Coming soonYour partner in the new era of AI. Tell Arctura what you want in your own words. Arctura guides the world’s best AI models to build it, checks their work, and keeps you in charge.
Open the page ↗I have run digital advertising from every seat at the table.
Follow the light.
The next move is already in motion.Twelve years running search, video, and programmatic against business outcomes, not media metrics.
Full-funnel strategy, custom bidding, and measurement design.
Seven years at Google on named strategic accounts. Now client side, running full-funnel strategy across the new AI ad products from Google, Meta, OpenAI, and others.
85% lift in enlistments for a US military branch. Card acquisition rebuilt for 90% better ROI. A $500M+ client moved onto automated bidding and AI-powered tools.
Project Iris
Hand it a résumé. It reads every open role on the boards you care about, throws out the noise, and scores the rest against you. In private testing.
Open the page ↗Arctura
Your partner in the new era of AI. Say what you want, and Arctura guides top AI models to build it. Coming soon.
Open the page ↗Hiring in digital advertising? Let’s talk.
Send itProject Stoplight
One editorial column, palette pulled from the hero video. Headline sits in the open sky to the right of the signal; the video pins and shrinks into a framed card as the page slides over it. Both frames scroll. drag inside them.
Hero copy now clears the signal entirely: right-hand column, vertically centered, lifting away as the video shrinks.
You're Closer to Building This Than You Think
I build agentic AI systems with people who never thought they could, and teach how the work gets done along the way.
Everybody has an a-ha moment in them. Most people just never get handed the tools to have theirs, so I build creative systems that put those tools in reach, and show their working while they do it.
Arctura
Your partner in the new era of AI. Describe a goal in your own words, and Arctura guides the world’s best AI models to build it, checks the work, and keeps you in charge.
2026 · Design + build
Twelve years in programmatic and adtech covering custom bidding, algorithmic media buying, and the toughest marketing complexities the industry faces.
That is where I learned that most systems people call too complex to touch are just undocumented ones. Now I build agentic systems for people who were told this kind of work wasn't for them, and show them how it gets made, so the next one is theirs.
Agentic systems
A goal becomes a team of agents with defined roles, quality gates, and work you can watch happen.
Custom bidding & algorithms
Twelve years of programmatic problem solving for marketers, in work you can inspect.
Narrative & docs
You don't just get the output. You learn how it was made, so the next one is yours.
Tell me what’s on your mind.
A project, a question, or just hello. All of it reaches me directly.
You're Closer to Building This Than You Think
See the workEverybody has an "A-HA!" moment in them. Most people just never get handed the tools to have theirs.
Arctura
Coming soonDescribe a goal in your own words, and Arctura guides the world’s best AI models to build it and checks the work.
Twelve years in programmatic and adtech covering custom bidding, algorithmic media buying, and the toughest marketing complexities the industry faces.
Most systems people call too complex to touch are just undocumented ones.
Agentic systems
Defined roles, quality gates, and work you can watch happen.
Custom bidding & algorithms
Twelve years of programmatic problem solving for marketers.
Teaching as you go
You learn how it was made, so the next one is yours.