I turn emerging ideas into mainstream culture.
I am a founder, brand strategist and creative operator. For more than three decades, I have helped technology platforms, consumer brands and unconventional businesses explain new behavior, build communities around it and become culturally relevant before the market fully understands what they are.
My work has included leading or advising projects for Apple, Nike, Twitter, MySpace and OnlyFans; co-founding Lowell Herb Co.; and helping create America’s first licensed cannabis restaurant.
Across entertainment, I have developed digital strategies and projects involving some of the world’s most recognizable artists and personalities, including Will Smith, Jennifer Lopez, Mariah Carey, Tyra Banks, Jack Black and Bob Odenkirk.
I advise founders and owners on positioning, messaging, brand creation, cultural strategy, consequential launches and public perception.
Available for select advisory and fractional creative leadership engagements.
OnlyFans
Strategic adviser to the owner
Brand positioning, messaging and public perception
OnlyFans had achieved product-market fit before the public had a useful language for understanding it.
Working directly with the owner, I developed foundational messaging and positioning that gave the company a broader, more defensible public story—one that creators, partners, media and mainstream audiences could understand and repeat.
My work helped reposition OnlyFans from a narrowly defined and stigmatized website into a global creator platform and a fixture of popular culture. I helped establish the language that connected its product to larger ideas about creator independence, direct audience relationships and the changing economics of entertainment.
The work supported a period of extraordinary growth. OnlyFans subsequently became one of the world’s most recognized creator businesses, processing more than $7.2 billion in annual fan payments and generating more than $1.4 billion in net revenue by fiscal 2024. It was also included in TIME’s inaugural list of the world’s 100 most influential companies.
Lowell Herb Co.
Founder and creative head
Legal cannabis had both a product problem and a perception problem. Most brands looked clinical, generic or trapped in outdated counterculture.
I created Lowell as a modern consumer brand: recognizable, culturally fluent and approachable without disguising what it sold.
As founder and creative head, I helped define the company’s positioning, creative direction, packaging, product language, storytelling, launch strategy and public voice.
Culture was part of the growth strategy. Miley Cyrus, Chris Rock, Mark Ronson and Sarah Silverman became investors and advocates for the company, helping Lowell reach audiences far beyond the conventional cannabis market.
“America’s First Great Weed Brand.”
— Robb Report
“Instagram-worthy, organic products” in “rustic-chic packaging.”
— Architectural Digest
Lowell Café
Creator
Concept, positioning, licensing and launch
There was no established model for legal cannabis hospitality. The concept had to make sense simultaneously to customers, regulators, neighbors, investors, employees and the press.
After years of development and regulatory work, Lowell Café opened in West Hollywood in 2019 as America’s first licensed cannabis restaurant.
I worked across the concept, brand, licensing strategy, customer experience and public launch—helping turn a controversial regulatory experiment into a hospitality experience people immediately understood.
The project attracted international attention and demonstrated that thoughtful design, language and hospitality could change how the public experienced an emerging category.
“America’s First-Ever Licensed Cannabis Restaurant.”
— Eater
Early digital work
Before social media had a playbook
My work in digital media began before streaming, online communities, social platforms and the creator economy became established industries.
The technology changed from project to project, but the central problem remained the same: explain unfamiliar behavior, give people a reason to participate and build a culture around the product.
Entertainment and cultural reach
Culture is a distribution system.
My career began inside film, television, artist management and entertainment marketing, where I learned that brands do not spread through media plans alone. They spread through people, relationships, identity and social proof.
At Handprint Entertainment, I helped develop early digital strategies and projects connected to artists including Will Smith, Jennifer Lopez, Mariah Carey and Tyra Banks.
Earlier work at CBS Studios and Dakota Films brought me into direct working relationships with writers, performers and filmmakers including Jack Black and Bob Odenkirk.
What I do
Founder and owner advisory
Direct, independent counsel on positioning, creative decisions, public perception, partnerships and consequential opportunities.
Positioning and messaging
Define what the company is, why it matters and how customers, investors, employees, partners and the press should understand it.
Brand creation and reinvention
Create or reshape a company’s identity, voice, product architecture, customer experience and cultural position.
Category strategy
Help unfamiliar, controversial or misunderstood ideas become clear, credible and desirable.
Cultural strategy and partnerships
Identify the people, communities and relationships capable of giving a new idea cultural legitimacy and reach.
Launch strategy
Create the narrative, sequence, experiences, partnerships and earned attention that make a launch consequential.
Fractional creative leadership
Provide senior creative and strategic leadership without the cost, distance or organizational weight of a conventional agency.
When I am most useful
I am usually brought in when:
I work directly with founders, owners and senior decision-makers. I keep teams small and concentrate on the decisions that materially affect the company.
About
I have spent my career at the intersection of technology, entertainment, design and cultural change.
The industries have ranged from digital video and social media to consumer products, hospitality, cannabis and real estate. The work has remained consistent: identify the useful truth, create language people remember and build the right form around it.
I am most interested in ideas that are early, difficult to explain or culturally consequential.
Building something the market does not yet know how to understand?
Let’s make it clear, credible and culturally inevitable.