I have spent my career close to the budget decision.

For more than a decade, I've worked in DTC marketing analytics and advertising. At 4Patriots, a $200M+ DTC brand, I built an in-house measurement practice from scratch while staying hands-on with the media buying that the work was meant to inform.

I've launched and managed more than $123M in digital campaigns, directed roughly $60M a year in media spend from 2023 through 2026, and designed more than 70 incrementality tests across 12 channels. The point was never to make a dashboard look smarter. It was to make a channel-level spend decision with a clearer account of what the media actually added.

The work has also included the less visible machinery: GA4 and tag management, identity resolution, BigQuery and Cloud Run pipelines, attribution and sales reconciliation, Tableau reporting, and the shared definitions that let marketing, finance, and leadership debate the same numbers.

Before the measurement work

Before moving fully into DTC measurement, I worked on startup teams in publishing and marketing. At Agora, I helped launch Bonner & Partners across email marketing and visual design. Earlier, I founded Brinker Publishing, a small explainer-video studio serving enterprise clients alongside smaller businesses. That work taught me to operate across the messier edges of a growing business: creative, distribution, client delivery, and the constraints behind a plan.

How I work now

I'm most useful when a question crosses boundaries: a media decision needs a test, the test needs usable data, the data needs clear definitions, and the team needs an answer it can use next week. Brinker Analytics is my independent practice, and I take on a small number of focused engagements where I can own that work end to end.

If a problem calls for a specialized engineering build or a platform implementation beyond my scope, I'll say so early and help define the handoff. I'm not here to sell a fictional capability. I'm here to make the next measurement decision more useful.