25 years turning how people decide into how businesses grow. For the last three years, hands-on with AI: agents, automation and content that do the work a whole team used to.
I cared about it enough to study psychology, so I could understand it properly, not just guess. Everything I build sits on that. Once you understand how people decide, you can see how the whole marketing system works, and build it so it actually drives sales.
I spent 25 years doing this for large companies across FMCG, IT and cybersecurity, telecom, automotive and retail. Coca-Cola, PepsiCo, Mercedes-Benz and Kaspersky, among others. One of the brands we created grew past a billion dollars in sales.
The last three years are the part I'm most excited about. I rebuilt how marketing gets done with AI, embedding it into every step. What used to take a large team now happens almost on its own. Twenty-five years of understanding people, multiplied by AI.
Positioning, go-to-market, brand and product strategy, grounded in real consumer psychology. The system that turns understanding into sales.
AI agents, LLM workflows, Claude Code and Make. I don't just direct the AI work, I build it by hand. Research, content and operations that run almost on their own.
Brand identity, content systems and decks. Ideas that are ambitious, on-strategy, and done beautifully, at a speed that used to be impossible.
Forbes named it the fastest-growing brand in the dairy category. Built from consumer psychology up: positioning, naming, identity and the growth system behind it.
Founded and scaled a top-tier branding agency. Growth strategy, products and brands for Volvo, Mercedes-Benz, Coca-Cola, PepsiCo and Kaspersky. Among the first to put AI agents inside the strategy workflow.
Grew the ultrapasteurized-milk category share, built the visual standard for the whole farm-products category, and ran 50+ strategy sessions for producers.
Designed and taught strategy and product-innovation programs for X5 Retail Group, Sibur, VTB, Zarubezhneft and OTP Bank.
An AI emotional-fitness app. I lead strategy and embed generative AI across the product and the whole marketing engine.
Ten practical guides on building analytics, ads, websites, content and sales on AI, in plain English, no engineers. The hands-on playbook.
50+ innovation and strategy sessions for clients, plus conference keynotes and panels on brand, category growth and, lately, AI in marketing.
I'm looking for interesting teams and projects at the intersection of marketing and AI, where I can bring strategy, AI and creative together. Fractional, contract or full-time. Based in New York.
