About

I've spent my career doing one thing.

Helping brands figure out who they actually are. (Turns out, that's the hard part.)

My background is in psychology, and the through-line in everything I've done is this: the most effective marketing doesn't persuade people. It resonates with them.

The backstory

I started my first business at 16 with a camera, some poster boards from Walmart, and my four younger brothers as models. It wasn't a branding business, but it taught me something I've never stopped thinking about: the difference between a service people hire and a brand people choose.

I studied marketing with a psychology minor in college. (My real education came from working with hundreds of brands after.) The pattern I kept seeing was simple: the brands that won weren't the loudest or the best-funded. They were the ones that knew exactly who they were and said it clearly.

That observation led me to brand archetypes, a framework rooted in Jungian psychology that gives brands a way to define their personality with precision. I built a quiz around it, and it took on a life of its own: 250,000+ people have taken it, it's been used in college classrooms and on conference stages, and it became the foundation for a course business, a podcast, and years of deep strategic work.

Then I wanted to prove it could work at a different scale. So I went in-house.

Most brands are optimizing the wrong thing. Tactics, channels, content calendars... none of it matters if you don't know what you actually stand for. Clarity is the competitive advantage.

Now

Today I lead marketing at Freewyld, where I built two brands from scratch in the short-term rental and hospitality space.

Freewyld Cabins is a hospitality brand in Idyllwild, California, running at 2X market RevPAR with 40% direct bookings. Freewyld Foundry is a B2B revenue management service with $192M in managed revenue. Both were built on the same psychology-driven approach I've used my entire career, just applied to an industry where how a guest feels is the entire product.

I also built the AI system that runs Freewyld's full marketing department, from content to ads. It's the same thing I keep proving: AI is an incredible amplifier, but only when the brand identity underneath it is clear enough to be worth amplifying.

What I believe

A few convictions I've developed over 15 years that shape how I work:

Build on truth, not trends.

The brands with staying power aren't chasing the latest platform or tactic. They're built on a clear identity that doesn't need to change every quarter. I've used the same core brand standards for years, and they still work. That's not an accident. (Mine are published in the open, if you're curious.)

Clarity is the multiplier.

Every tool, every hire, every campaign performs better when the brand underneath it is clear. I've seen this with AI, with teams, with content. Clarity isn't one part of the strategy. It's the thing that makes every other part work.

Different beats better.

"Better" is a race to the bottom. "Different" is an asset you can protect, market, and build a premium around. The brands I admire most aren't trying to outperform their competitors. They've made the competition irrelevant.

Good things start with a conversation.

If you're building a brand you want people to remember, leading a marketing team, or looking for a speaker who connects psychology to strategy, I'd love to hear what you're working on.

Send me a note → Connect on LinkedIn