About Me
I live and breathe brand strategy.
Over the last 15+ years I've helped founders and marketing professionals launch startups, raise over $10M in funding, build brand equity, merge, acquire, go public, and win multiple awards.
I founded my brand agency Backroom in 2014 with a core people-first mission. I think marketing shouldn’t feel so hard, that gate-keeping playbooks helps no one, and we should all stick together.
I’ve worked on brands you've never heard of to household names like Hellmann’s, StubHub, Pepsi, and the U.S. Department of State.
The common thread = brands that are hyper focused on delivering value for people.
What is The Saturday Paper?
A weekly breakdown of brand strategy, leadership, and the messy reality of what it takes to build a brand that actually performs.
I write for founders, marketers, and operators who want practical application along with theory so they can get out of “know your audience” type education and into “what to do on Monday morning to get to know your audience.”
In other words: I write the kind of brand content that cuts through the BS and gives you something you can use tomorrow at work.
What I write about
You’ll see deep dives on brand strategy, positioning, voice, and measurement, plus real examples pulled from my client work.
I cover:
How to build a brand people actually trust
Why campaigns fail (and what to fix)
Brand mechanics, frameworks, and teardown-style analysis
How to think about M&A, PMF, messaging, and GTM through a brand lens
The emotional traps marketers fall into (and how to avoid them)
The metrics that matter vs. the metrics that are bait
What you can expect
Free readers get:
A weekly Saturday Paper essay
Brand strategy insights grounded in real work
Breakdowns of current trends and how they actually impact decision-making
A weekly 20+ job roundup
Paid subscribers get:
Everything above
Access to the full archive of posts
By-request frameworks I use with clients
Chat access
Places you can find me:
