An unconventional adventure:

Over the last 20+ years, this has meant designing and leading products across various media, marketplaces, e-commerce, AI, education, and outdoor experiences, while also running real businesses with real constraints: weather, safety, permits, politics, margins, and human behavior.

I started my career on the creative side, working in resort advertising, destination media, and guidebook publishing while also freelancing as a medical and technical illustrator. I eventually moved into product and systems leadership, where I’ve led GenAI products (including two Webby-nominated experiences), built ML-driven marketplaces, improved customer trust and retention at scale, and helped companies raise capital by making their products make sense.

Along the way, I’ve also built my own ventures and have been a founding partner to many others, including guiding an adventure rental outfitter from a single machine into a multi-location hospitality business, handling everything from environmental impact studies and special-use permitting to SEO, operations, and guest experience. I’ve built digital mapping platforms used by major outdoor events, launched a kids’ education brand (starting as the original illustrator and eventually running product and operations), and shipped side projects simply because they needed to exist for the high-risk environments I live and play in.

Outside of work, I spend most of my time in places where mistakes are expensive. I’ve self-guided the Grand Canyon over 23 days, run nearly every major Class IV and V river in North America, heli-skied throughout the continent, and backpacked hundreds, if not thousands, of miles. Before leading teams in tech, I was a Junior Olympic alpine ski qualifier and spent years working in ski shops, retail sales, marinas, and guest services.

Those experiences shape how I work. I’m direct. I don’t hide behind jargon. I believe good systems reduce noise, good products earn trust, and leadership means making decisions – even when the data is imperfect. I’ve worked remotely since 2012 and live in the remote wilderness by choice.

Today, through my consultancy, Fall Line Advisory, I work with founders and small, humble, and hungry teams who want clarity instead of chaos, helping them design products, systems, and businesses that actually hold up when things get hard.