Writing

Notes from the work.

Essays on paid media, founder-led brand building, and the new wave of AI-native software companies. Written for operators and founders, not search engines.

April 12, 2026
6 min
What $20 million in ad spend taught me about paid media
Six lessons from running paid acquisition for brands in pharma, CPG, hospitality, and B2B tech. Written for founders who pay the invoices.

Notes from the work.

What $20 million in ad spend taught me about paid media