I build the conditions for growth that actually holds.
Senior partner monetization leader at Dell. Behavioral Growth Architect across audience intelligence, commerce media, decision systems, and AI-native workflows. Former D-III point guard, certified personal trainer, builder of preventive fitness platforms.
I help organizations turn ambiguity into trusted systems. The work sits at the intersection of behavioral science, commerce media architecture, and decision infrastructure.
Right customer, right conditions, right measurement. That's the brief.
Trust Architect. Behavioral Growth Architect. I build the conditions for growth that actually holds.
How I see the work
Six principles that shape every decision.
Marketing is condition design
Growth comes from designing the conditions that make the right behavior easier than the alternative. Louder messaging misses the architecture underneath.
Brand is promise plus pattern
Consistency is the surface read. Pattern is the architecture underneath. A brand is what people expect you to do next.
Better beats louder
Scale without specificity is noise. The work is sharpening the offer until the right customer can't miss it.
Right customer picks the future
Who buys shapes what the company becomes. Acquisition strategy decides the future shape of the business.
AI makes things better, not cheaper
AI should make decisions sharper and quality higher. Speed of production is the wrong target.
Measure what shapes the future
Most dashboards measure what already happened. The work is identifying the leading signal that tells you whether the system is becoming what you want.
Where I work
Five lanes of expertise across audience, commerce, and decision systems.
Audience Intelligence & Behavioral Strategy
Behavioral segmentation, JTBD frameworks, first-party signal activation, audience research grounded in actual decision patterns. The work that makes every downstream investment sharper.
Commerce Media & Retail Media Architecture
Retail media network design, partner monetization, on-site advertising architecture, programmatic strategy. How brands turn first-party data into commerce media assets.
Performance Marketing & Demand Generation
Cross-channel demand systems, paid media architecture, creative testing frameworks, full-funnel program design. Built for measurable outcomes.
AI-Native Workflow Design & Decision Infrastructure
Internal AI copilots, agentic workflows, decision support systems, custom skills and prompts. AI built to make decisions sharper and the work meaningful.
Multi-Touch Attribution & Incrementality Measurement
Attribution bridging, incrementality testing, geo experiments, marketing mix modernization. Measurement frameworks that survive scrutiny and shape future investment.
The method
Every project moves through four layers. The work is figuring out which layer is actually broken, then rebuilding from there.
SIGNAL
Find the real tension
Most growth problems are diagnostic problems first. I run audience research, behavioral analysis, and competitive teardowns to surface what's actually happening underneath the dashboards. The signal is rarely where teams think it is.
STORY
Define who it's for and what they're becoming
Audience is the input. Story is the architecture. I sharpen who the buyer is, what they're trying to feel or avoid, and what shift the brand is positioned to deliver. That clarity makes every downstream decision faster.
SYSTEM
Build the promise into the journey
This is where strategy becomes infrastructure. Site architecture, lifecycle systems, attribution models, AI-native workflows, decision support. The promise has to live in the operating system, with marketing as the visible surface.
SPREAD
Measure whether the right people moved
Vanity metrics are easy and lazy. I measure what shapes the future. Right-customer signal, quote density, conversation pull, repeat behavior. The metric should tell you whether the system is working.
Selected work
Three case studies across measurement, audience intelligence, and partnership architecture.
Attribution architecture for an enterprise eCommerce program
Strategic lead. Fortune 50 technology company.
The Signal
The team was earning credit for revenue participation through the enterprise web analytics platform, but the data wasn't separating participation from causality. Most attribution stacks report participation and let teams treat it as causal influence. Program investment decisions were being made on inflated correlation.
The System
I built a bridging framework using SKU-level financial data, joining it with analytics touchpoint data to separate revenue we participated in from revenue we measurably influenced. The framework gave the team a defensible causal signal for program-level allocation decisions and reshaped how partner investment conversations happened across finance, merchandising, and partnerships.
The Result
The new measurement model anchors program investment conversations across the organization. Allocation decisions now follow what shapes future revenue, with SKU-level financial data as the anchor. The framework is being used as the template for broader attribution conversations across the business.
Behavioral segmentation proof-of-concept for retail media
Strategic lead. Cross-functional with data activation and behavioral science teams.
The Signal
The existing site analytics platform gave us top-level audience reads, but it couldn't surface journey-level behavior in enough detail to defend a more granular audience strategy. Without that depth, the business case for a retail media network build was missing its proof point. We needed evidence that deeper behavioral targeting actually moved outcomes.
The System
I led active campaigns through a journey-based programmatic DSP, using existing first-party behavioral signal as the input. Partnered with the data activation team on the segmentation logic and worked closely with the behavioral science team on segment design. We took the data we already had and went several layers deeper, building audiences defined by behavioral patterns on-site, with demographics as supporting context. The campaigns became the proof-of-concept for what the deeper segmentation could actually produce.
The Result
The POC generated measurable lift on the deeper behavioral segments and produced the evidence base for the broader retail media network architecture conversation. The segmentation logic is now the analytical foundation underneath the larger commerce media business case.
Sponsorship architecture for a championship event activation
Director of Strategic Partnerships. Athlete wellness nonprofit.
The Signal
The organization had a high-visibility activation tied to a championship boxing event but lacked a complete sponsorship architecture. No presenting sponsor, no hydration partner, no diaspora or faith-based activation, no defined investment tiers. The audience opportunity was real. The structure underneath it was incomplete.
The System
I built a Partnership Investment Spectrum that mapped sponsor tiers to activation rights, audience reach, and brand integration depth. Developed a 2026-2028 Event Roadmap to position partners on what a multi-year relationship would look like. Stood up a brand intelligence tool to research and qualify warm sponsor pipelines, integrated with automated outreach for cold prospects. The result was a sponsorship operating system the organization could carry into any conversation.
The Result
The organization now pitches national sponsors with a defensible framework. Sponsorship conversations lead with structure and roadmap, with the championship event as the entry point into a longer strategic relationship. The architecture is portable to future activations and partner categories.
How I got here
I'm a former Division III point guard who tore an Achilles, rehabbed through cardiac rehab clinics, picked up NSF certifications in personal training, corrective exercise, and nutrition, and spent the last decade at Dell building partner monetization systems.
That mix shaped how I work. I read the floor before I move. I design the conditions for the right play to happen.
At Dell, I lead strategic partnerships across a portfolio that spans financial services, payments, consumer electronics, gaming, and performance media partners. My job is to act as the CMO inside Dell for each of those external brands, building cross-channel programs that move measurable outcomes. We track GM dollars per thousand visits, iROAS, route-to-PDP, attach, and AOV.
Outside Dell, I run a family wellness brand with my wife (Wanderlust Fam), I'm building an AI-powered preventive fitness platform (ConyersAI), and I support founder-led brands on UX, growth, and partnership architecture.
So I sit on both sides of the table. Brand-side at Dell. Operator and founder on the consumer side. That dual lens shows up in everything I build.
Start a conversation
If you're working on something where audience, brand, commerce, or measurement isn't quite where it should be, let's talk.
I take on a small number of strategic engagements outside Dell each year, focused on companies in health tech, AI partnerships, athlete wellness, and consumer commerce.
The best fit is when the problem is diagnostic before it's tactical. When you sense the system itself is what needs rebuilding.