I spent three years at PushOwl as a senior software engineer. Along the way, I got a close-up view of thousands of Shopify brands — how they sell, how they communicate, and where the experience breaks down.

Towards the end, I worked directly with merchants on an AI-assisted advertorial funnel. That put me close to the handoff between an ad and a landing page. I kept seeing the same disconnect: mediocre ads sending people into experiences they weren't built for.

Brands often struggled to answer two basic questions: what should this ad say, and what page should it lead to? It wasn't just a design problem. It was a strategy problem — the angle, the audience, the promise, and the next step weren't working together.

So I'm making the shift into creative strategy. I want to help ecommerce brands find sharper hooks, develop more interesting concepts, and make every ad earn the landing page it points to.

I’m starting in public: studying brands, creating spec work, testing my thinking, and sharing the process. The client list is empty. That's why the work is here.

See the spec work →