I’ve spent the last 6 years working directly with Amazon DSP owners—both inside Amazon as a Business Coach, and now independently as an advisor. I’ve worked with all varieties of operators across different stages of the business, from those just trying to stay afloat to those scaling and optimizing for long-term success.

Before that, I built my career leading teams and operations across multiple industries, managing large scale expansion projects in fast-paced, high-pressure environments, where performance and accountability mattered every day. Some of the brands I’ve worked with in a corporate leadership capacity include: Free People/Urban Outfitters, Splendid, VF Corporation, Limited Brands, Gypsy05, Cotton On and Typo. I didn’t come up through a traditional path—I built my career through experience, execution, and learning how to navigate complex situations without a playbook.

All of this culminates to how I work now.

I understand how Amazon evaluates your business, but I also understand what it actually feels like to run one—when every minute matters but things are constantly changing. A lot of the owners I’ve worked with aren’t lacking effort—they’re buried in it.

Over the years, I’ve worked with 150+ DSPs in different capacities. Some long-term, some short-term, some just to solve a specific problem and move on. That range has given me a pretty clear view of what works, what breaks, and what actually makes a difference.

What I’ve learned is that most issues aren’t random—they’re patterns. And once you can see them clearly, you can fix them.