Marketing doesn't need
5 people clicking GUIs.
It needs 2-3 sharp ones
with AI in their backpack.
For marketing & ecommerce teams in the AI era.
I help marketing and ecommerce teams build exactly that — without firing anyone.
The pitch you've heard
"Replace your team with AI."
Maybe it's a recipe for better stock evaluation. In my backyard, it's a recipe for chaos.
AI on its own wanders into nonsense.
Or draws confident conclusions from irrelevant data.
And serves them up to please you — dressed as thorough work.
Whether those conclusions are important — only your team knows. Their domain knowledge is CRUCIAL. Without it, AI generates plausible nonsense that looks like insight.
What I actually do
- Build AI tools that take soul-killing busywork off your team — Claude Code today, whatever beats it tomorrow.
- Imagine: you describe a campaign change in one sentence → AI drafts 200 PMax headline updates → you review the critical ones and suggest tweaks → AI pushes them live. Or pull a custom campaign report without 30 clicks through panels. The grind nobody wants — AI-assisted, your judgment in the loop.
- Generate creatives, reports, and repeatable, sensible audits — picking the right model for each task, not locking you into one vendor.
- Sit beside your team, not above them. Together we figure out what to fully automate, what's faster with AI in tandem with human judgment and expertise, and what only humans should decide.
What I don't do
- Paint your reporting green for the board.
- Replace humans with bots.
- Sell you a one-vendor system that becomes obsolete in 12 months.
On tools — pragmatically
Today my main agent is Claude Code, because it's the strongest one for what I do. Tomorrow it might be something else — and that's a feature, not a bug.
I don't sell one vendor. I match the model to the task: simple things get simple, cheap models. State-of-the-art video gets the heavy hitters in small iterations. Voice-over gets top-tier when it goes public. The "best" tool is overkill if the task doesn't need it.
20 years gives me a library of learnings — custom skills, templates, prompt files your team can use to leapfrog months of trial and error. But that's just giving you a fish. The real point is teaching you to fish. When the next AI shift lands, your team uses it without needing me.
The practice
What most AI consultants won't tell you.
Plugging into an API and telling AI to do things doesn't work — not at scale. The real practice is iterative craft. You learn the tool. You teach it your way. You bring your domain knowledge. You learn what AI does well, what it does badly, and what it does deceptively well — that's the worst kind.
Most "AI for marketing" tools push you toward mainstream best practice. That's usually wrong for your specific business case. The point of building your own is to teach AI YOUR way — your style of running campaigns, reading data, making calls. Not the average of everyone else's.
You get two things from this: a partner to talk things through with, and a padawan to teach. The padawan handles the boring grind — your way, not the boring default. You go deeper into things you'd never reach manually. Analyses you'd otherwise beg the data team for. Custom reports nobody else has. Patterns hiding in data nobody had time to look at.
You find pearls. You build custom things. The boring parts are done; the interesting parts are reached.
My Receipts
> Real tools, not slides.
> Real code, not buzzwords.
We expand the team's capacity — because without them, AI talks confidently about nonsense.
My small dream:
that your team builds their own apps, tailored exactly to their workflow — and that they are the ones who sweep away the lock-in SaaSes holding your business hostage.
If your team feels the soul-kill, let's talk.
First conversation is a diagnosis, not a sales pitch.