Some people are built by opportunity.

I grew up in circumstances where expectations were low and possibilities felt narrow. I had big dreams early. They died. So I made new ones. That pattern — of seeing what's broken, refusing to accept it, and finding another way through — became the thing I do professionally.

I don't come from a conventional path. I come from paying close attention.

Over 20 years across Canada, the US, France, and the UK, I've worked across commercial strategy, marketing, and growth in roles that were, more often than not, invented around me. No job description. A salary, some context, and a problem nobody had quite managed to solve. When social media was becoming a thing, I was hired to figure out what it meant for the business. Other times I was told I was backfilling a role — but here are the things that weren't working, so go figure it out. That's been the strange through line.

I'm good at seeing what's actually in the room rather than what everyone agreed to put there.

I've been called disruptive. Maverick too. I don't challenge things for the sake of it. I challenge things when the assumptions underneath them stop making sense.

The job is usually the same underneath: something isn't working and nobody can fully explain why. Not because people are incapable. Because the problem got framed wrong at the start, and everything since has been optimising around that original mistake.