I’m a brand and marketing leader focused on lifestyle brands and the culture around them. I’ve spent my career building the strategic foundations and the campaigns that follow — most recently as an in-house marketing lead across FitLab’s portfolio, including Assault Fitness, Nike Studios and XPT, and now as founder of THE CARBN PROJECT™.

That mix — operator and founder — is what I bring to a project. I’ve made these decisions with my own money on the line, and I know what they cost six months later.

My belief. A brand is a person. A living, breathing organism defined by an incredibly diverse set of traits — personality, interests, friends, experience and much more. Every one of those elements is accounted for in the strongest brands, and those combinations are the reason certain groups gravitate toward them, just like people.

Building a brand is building that person’s world. My goal is worlds real enough to be a part of. It’s where the name comes from, and it’s what I offer clients.