About

I build AI systems for the marketing work teams keep putting off. Not dashboards. Not outline generators. Systems that research, draft, test, route, and learn with a human checking the important parts.

My background is growth and product. I have spent years running experiments, building retention loops, tightening funnels, and learning what actually moves revenue. Now I use that experience to build AI systems with customer memory, lifecycle campaigns, evals, and review gates that keep the work honest.

Right now I am building Personably, a customer-memory layer for Klaviyo that turns purchase history, behavior, and preference data into better lifecycle campaigns. I also run NorthSignal, where I design and build AI growth agents for owner-led businesses across DTC, B2B SaaS, e-commerce, and services. I handle strategy, architecture, and the hands-on build. Before this I ran a retail investing YouTube channel to 46K subscribers because I like making complicated things easier to act on.

I use this site as my build log. I write about what ships, what breaks, what saves time, and where human judgment still matters. If you run growth, product, or marketing and you care about AI that survives contact with real customers, that is what I write about here.

No AI hype. No autopilot fantasy. Just lessons from systems I am actually using.