About

Financial engineering background, moved into data analysis, landed in marketing strategy.

Not the shortest path, but the right one. Every step forced me to ask "what's the underlying logic here" — not intuition, but verifiable structure.

Why AI Marketing

I've seen too many marketing decisions built on feeling: "this creative feels good," "everyone's buying this channel."

AI finally gives marketing a chance to be verifiable. Not using AI to write copy — using AI to build systems where every marketing decision has data behind it, and every piece of content can be traced back to a hypothesis.

How I Work

I don't do "marketing consulting" — I operate as an embedded brand team. The difference: consultants give advice, brand teams execute and own results.

Every project starts from business objectives, not from execution tactics. First ask "what hypothesis are we testing," then decide "how do we test it."