I've been building technical systems to conduct and measure marketing for over 15 years. I love it. I've always been weirdly obsessed with marketing's ability to influence human behavior. I studied econometrics because of it. I worked at Comscore as a data analyst when I graduated because of it. I poured everything into working on the Facebook account because of it, which eventually led to me getting a job there.
I started a ~5 year run at Facebook in 2012 as an analyst on the team responsible for building tools to measure ad effectiveness. Mobile advertising was new; its value needed to be quantified. I helped build and bring to market industry-first tools to measure the reach of mobile ads just like TV ads; the brand impact of mobile ads using user surveys; and the purchase lift of mobile ads using data integrations with research partners. I'm incredibly proud of this work. I earned four patents in two years. More importantly, the framework of measuring ads using experimental design is industry-standard to this day. I spent two years in Singapore extending our measurement product suite to include countries in Facebook's Asia-Pacific region. This was less about technical development and more about internal and external partnership development. I managed relationships with sales leadership. I put in place commercial frameworks with regional research partners so they could measure Facebook ads. I grew up.
I joined Snapchat in 2017 to lead their ad measurement solutions team. I led a team of 5 responsible for technical integrations research companies to measure ads. We built the foundational tools for large advertisers to measure their Snap spend like they measured their Facebook spend. This a stressful time. Snap wasn't doing well. We pivoted. We reorged. I joined the Product team. I brought to market Conversion Lift (a tool to run ad buying experiments). I earned a patent for developing a method to run causal inference with small holdout groups. I shifted to leading a sales research team. We did research that helped Snapchat's sales team differentiate its products. I ran novel studies (like tracking gen z v boomer attention spans). I presented to big rooms of senior people. I liked it. I decided I wanted to be a marketer.
I joined Ripple in 2021 to lead their marketing research team. I wanted to leave big tech and join the dynamic space that was and is enterprise crypto. I was responsible for running research studies for content marketing and to inform marketing strategy. I ran their first brand tracking study; their first quant study among developers; and their first co-branded research study with a consultancy (Oliver Wyman on the future of crypto trading for banks). My manager quit. My scope overlapped with other internal teams. I decided to leave.
I joined Paxos in 2022 to lead marketing analytics & ops. My scope quickly expanded to include growth marketing. I was responsible for strategy and execution. No team. Full digital stack ownership. I absolutely loved it. I found my new lane. I led growth marketing during volatile times for Paxos and the crypto industry. We were wrongfully litigated against by the SEC; we wound down a $15B+ stablecoin because of it; we launched new stablecoins, two of them grew to $1B+, one failed; we ran B2B ABM motions that grew our crypto-as-a-service business; we navigated the SBF fallout and other ups and downs. I eventually burned out and needed to take a break.
I left Paxos at the end of 2024 and took a sabbatical to travel with my family. I reset personally and professionally. It was one of the best decisions I've made. I did freelance consulting and contract work as I traveled. I worked with Paxos again as a growth marketing consultant. My family moved to Florida in 2025 and I found I had inadvertently started a business. I became obsessed with the application of AI to make marketing more effective. I poured everything into it.
I formalized by consulting work and launched Lobo Growth at the beginning of 2026 with my wife. We're fractional builders of agentic marketing systems for B2B startups. I saw a new set of problems for B2B marketing teams: (a) marketers with non-technical backgrounds using AI productivity tools in disparate ways ; (b) vendors pushing agents and tools that were largely performative and locked in teams; (c) early-stage companies not in a position to hire FTE personal to build tools in house. I help early-stage B2B startups build agentic workflows using internal and external tools that move KPIs.