About
I operate and invest in ecommerce brands — and I build the AI systems that run them.
I'm the Managing Partner of Freedom Brands, where I acquire and run lean DTC health, beauty, and supplement brands. The short version of what makes that work: I've worn every hat in ecommerce, so I'm not a specialist who hands off the parts I don't understand.
The path
I started as a software engineer — writing the code and running the infrastructure behind live production systems. Real systems work, not slideware.
From there I moved into direct-response marketing and built a Facebook ad agency, which was acquired by Tier 11. I scaled the team to 50+ people, managed more than $50M a year in ad spend, and we earned a spot on the Inc. 5000.
After agency life I spent a few years advising ecommerce brands on operations — then I started buying them. I acquired Dr. Barry's Remedies, ran it, documented the full buy-operate-sell cycle in public, and sold it. I hold a minority stake in The Ladies Edge.
Today, through Freedom Brands, I'm building a portfolio of DTC health, beauty, and supplement brands — and the data infrastructure that runs across them: contribution-margin reporting, sales-pattern analysis, and inventory forecasting on BigQuery.
How I operate
Lean by design
My businesses run with me, a CEO partner, and a minimal team. AI and automation replace headcount where they can, so the operation scales without the org chart ballooning.
Data first
From weekly P&L to inventory, decisions are grounded in real numbers — not gut feel. Building the visibility to do that is core to how I work.
Builder, not advisor
I don't consult. I own and operate — so I have skin in the game on everything I write about.
Why AI, and why now
Most people are using AI in ecommerce for captions and chatbots. I think the real value is operational: AI as the systems layer that keeps a lean team competitive.
Because I can evaluate and build these tools at a technical level — not just use them as products — that's the intersection I care about, and what I write about: ecommerce operations, AI systems, and financial rigor.
I share what's actually working.
The real wins and misses from buying and running ecommerce brands with AI — operator to operator.
Subscribe to My Newsletter