Have you heard of AI? Not that one.
I work with AI. Audience intelligence, that is. Turning insight into better digital work.
Desk
Things from my digital desk that I’ve decided to share. Some can be useful, definitely specific, and occasionally unnecessary.
Projects
Works in progress
Independent applications, utilities, and experiments.
Artifacts
As things stand
Notes on objects I’ve lived with as they turn from purchases into artifacts (and sometimes back).
Field Notes
Dispatches from the margins
Thoughts that have managed to escape from my numerous draft folders.
“Make no mistakes,” adds the monkey
Using AI from the perspective of a "creative"
Away from the dashboards
The bored storyteller pretending to be a photographer and a good writer.
That is how I describe myself on Instagram, where I put photographs and the occasional poem or piece of prose. It captures my discomfort with calling myself a photographer, or even a good writer, despite spending years taking photographs and writing.
I’ve been told I’m an amazing conversationalist. I choose to interpret that as being an acquired taste.
Work
The heart of it has always been writing.
When I write, I often know the ending before I’ve written the opening. Sometimes it’s the final line, sometimes a kicker, sometimes a quote. The interesting part is figuring out how to get there.
I approach other work much the same way. I start with an outcome in mind and work backward through the decisions needed to reach it.
Of course, the result still has to survive contact with actual work. It has to make sense to the people using it, respect the limits they work within, and remain useful long after the presentation ends.
Case studies
Selected stories about turning information into something people can use.
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Turning a seven-year-old digital command center idea into a working intelligence dashboard
At GMA New Media Inc., I turned a digital command center idea first discussed in 2019 into a working, source-labeled intelligence dashboard through an AI-assisted development workflow.
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Turning nine legacy audiences into a system of roughly 40 targetable segments
Rebuilt nine legacy audiences in GA4, expanded them into roughly 40 targetable segments, and automated the monthly reporting process used across Sales, product, and editorial teams.
Prototypes
Independent prototypes exploring product ideas and interactions. These are not launched products or claims of measured outcomes.
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Pinned Shop
A concept storefront for enamel pins and small collectibles, exploring how voice, collections, saving, cart, and checkout can make a fictional brand feel complete.
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Pinned Travel
A private trip check-in concept built around routes, check-in windows, and sharing the latest plan with people you trust.
Commissioned writing
Commissioned editorial and branded work for publications and clients, including pieces that ran without a byline.
Services
Audience intelligence, digital strategy and growth, and content and digital operations for teams that need clearer decisions and working systems.
What happened IRL could not possibly fit in a two-page CV.
The longer version includes editorial work, branded campaigns, audience systems, product experiments, and the operational details that make ideas survive contact with actual work.
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