Paid social director · Jersey City, NJ

Fourteen years teaching big brands how to be interesting on the internet.

Paid social is the job. Building the things the platforms don't hand you is the part I actually like. An AI recipe bot in 2020. An 11-billion-view TikTok challenge in 2022. Agents and automations now.

See the work Stuff I build
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01 — Selected Work

Two bets that paid off.

I can't use client names, so here's the thinking instead. What everyone expected, what I did, and what happened. Click either one.

02 — Recognition

These two I can actually name.

Both were public campaigns credited to my agencies, so there's nothing to hide here. They're also the same idea two years apart: take whatever tech is new and use it to make a brand worth paying attention to.

2020
Shorty Award — Gold Best Use of AI

Chefbot

Kroger · at 360i

Take a photo of what's in your fridge, tweet it at Kroger, get recipes back. We taught computer vision to recognize 2,000+ ingredients and matched them against 20,000 chef-written recipes. It became Kroger's most successful social campaign ever, and drove more conversation than anything else in the company's 137-year history.

  • Shorty Award — Gold, Best Use of Artificial Intelligence
  • Shorty Audience Honor — same category
  • ADC Merit · MUSE Platinum
2022
~11 billion views TikTok-reported reach

Diablo Dare

Arby's · at Inspire Brands

Arby's built a sandwich so spicy it came with a free vanilla shake. We turned that into #ArbysDiabloDare: finish it without reaching for the shake. A custom TikTok lens, a roster of creators who enjoy suffering, and a hashtag challenge.

~11B times viewed, per TikTok's reported activation reach

It also beat every LTO in Arby's history on:

  • More late-night visits
  • More first-time guest visits
  • More younger consumers reached

03 — Build / Tinker

Running the platforms is the job. Building on top of them is the fun part.

StoryGraph → WordPress plugin

GPL · open source

A WordPress plugin that pulls your StoryGraph reading list in from a CSV and grabs cover art from the Open Library API. Free and open source. Here's my shelf, running on the same thing:

Loading the shelf…

Yes, that's really what I'm reading.

MediaMathPro

Free · mediamathpro.com

A free media math calculator and interview-prep tool. CPMs, reach and frequency, all the arithmetic the job actually runs on, put somewhere junior buyers can learn it instead of guessing at it. I built and shipped the whole thing myself, which was most of the point.

Try the calculator

LMTTHM

Vercel · Supabase

Short for "Let Me Talk To His Mom." A satirical lifestyle and dating site I made because it made me laugh. Vercel and Supabase, same stack as this page.

Visit LMTTHM

Love Island Game

Astro · loveislandgame.com

A free watch-party game for Love Island USA. Live bingo for villa moments and a spin wheel for the drinking game, built mobile-first because everyone's on their phone during the episode. I wrote the content side too, so it picks up search traffic for things like printable bingo cards and season recaps.

Play it

AI & automation

n8n · Python · agents

n8n workflows, decks generated in code instead of by hand (pptxgenjs and Python), and agents built around work I actually do. At Diageo I was a DiageoGPT ambassador getting teams onboarded to the internal LLM, and sat in on an early OpenAI pilot. I'm also Generative AI Leader certified through Google Cloud.

04 — Off the Clock

What I'm into.

Photography

Tap any photo
Film I'd rather see it in a theater.
NYC culture Museums, theater, the botanical gardens.
Gaming Fortnite and Dead by Daylight.
Fandom Madonna, unironically.
Making LMTTHM →

05 — The Arc

How I got here.

The short version. The long one's on LinkedIn.

  1. 2013 – 2014

    Moxie

    Where I got my start in paid social, on Verizon Wireless. Co-managed an $18M+ annual budget, grew their Facebook following by more than 1.5M through paid, and ran Twitter across six handles.

  2. 2014 – 2016

    BLiNQ Media

    Media manager across Brand USA, Hanes, Champion and Publix. Smaller budgets than Verizon, about $2M in total, but a lot more accounts to learn on. One retail campaign came back at 6.2× ROAS.

  3. 2016 – 2020

    360i

    Learned social at scale on big accounts. Helped win the $20M+ Kroger business from pitch through onboarding, and helped build Chefbot while I was there.

  4. 2020 – 2023

    Inspire Brands

    Arby's and Baskin-Robbins. Built and led the in-house biddable team and ran a $20M+ budget. This is where Diablo Dare happened.

  5. 2023 – 2025

    Diageo

    Tanqueray, Baileys, Aviation and the rest of the spirits portfolio. Ran full-funnel paid social and became one of the company's internal AI ambassadors.

  6. 2025 – now

    Kinesso (IPG Mediabrands)

    Paid Social Director. $20M+ across Meta, TikTok, Snapchat, Pinterest and Reddit. Most of my attention goes to creators, and to proving what actually drives store visits.

Full history on LinkedIn