About

I am the marketing team.

Singular. That is not a boast, it is a description of how the work is now done – and the reason I have anything to write about.

I run marketing operations that used to need a department: strategy, production, distribution, the analytics underneath. The machines do the labour. I do the deciding, and the deciding turns out to be the whole job.

The short version

I came into marketing through an agency – James Cook Media – at the point where it was working with a running coach from South Africa who had been to six Olympic Games and was invisible online. What happened with him rearranged how I think about all of this. It is the first essay.

Since then: a data and analytics company, where I learned that most marketing arguments are settled badly because nobody looks at the numbers properly. A podcast operation, where I learned that one long conversation is the cheapest raw material there is. And a lot of building – systems that let one person run the output of ten.

I am also starting a podcast in Ukrainian about marketing, AI and storytelling. I am looking for guests, and what I want from them is not their best case study.

The bias, stated plainly

I sell things. I sell the tooling I write about, and I teach it. So when I tell you that a real conversation on camera outperforms a produced script, understand that I benefit if you believe me.

Weigh it. It is also why, when I show this work, I show the case where my own machine got it wrong – badly, publicly, and in a way that would have hurt someone if a person had not been looking.

How I write here

Email first. One idea at a time. In sequence – each piece assumes the one before it, and ends somewhere unfinished. I publish what did not work as often as what did, because the failures are the only part that is still scarce.