I'm a marketing director in Los Angeles who stays with a campaign end to end: the strategy and the story, and the platform, the funnel and the numbers underneath them. The moment I care about is the one where an idea stops being a deck and becomes something a real person clicks, because that is where I find out whether it worked.

At AXS that meant a verified-fan on-sale for Chappell Roan, the official ticketing page for the BNP Paribas Open, and the campaigns behind artists and events like Hans Zimmer and KCON LA. Ticketing is an honest teacher. People either wanted the thing or they did not, and there is nowhere to hide. Before that came seven years at SkyOne, running member campaigns and a full rebrand, where I learned that a member will forgive almost anything except a form that does not work. Then fifteen property brands at E&S Ring, rebuilt on one system, with the enquiry forms wired back into the platforms leasing actually runs on.

Today I lead marketing for Watermark Life Insurance Services and The Stream Plan, where I build the education platform advisors learn on, then watch what they actually open, read and pass along. That list is never the one anyone predicts, and I have stopped being surprised by it. Fifteen years in, one toolkit: strategy, design, web, and the analytics to tell me the truth.