I've spent my career building brands I care about, from a hockey team I watched as a kid to a wellness brand my wife and I built together. The job has always been the same: understand people and build something they want to be part of.

That range taught me to see a brand as a system: the product, the customer, the collaborators, the distribution, and the business all have to tell the same story. The best marketing doesn't chase culture. It understands people well enough to meet them where they already are.

I like working with ambitious people on things worth caring about. Just doing our part.