// background, timeline & systems

Designing the systems that help products reach people.

I build and connect the complete commercial systems — websites, storefronts, digital marketing, physical logistics, and client touchpoints — that help interesting products find their market.

The path into this kind of work

Early

FMCG trade marketing

Spent a dozen years inside one multinational FMCG organization, working across trade marketing and go-to-market activity in retail channels. The scope was large: five sales areas, a market of roughly 100M people, and a 3K-person organization. I was one part of a large mechanism, but I learned how field execution, national programs, sales materials, and retail fixtures actually move through a system.

Mid

Operations & trade

Moved into import/export — Europe to Canada, Canada to the US. Dealt with real constraints: duties, logistics, lead times, margins. Built systems to track all of it because spreadsheets stopped being enough.

Now

Solopreneur, builder

Running multiple ecommerce brands simultaneously from Vancouver. Client work in marketing operations and the guitar industry. Developing digital infrastructure and social media presence that helps brands publish, explain products, and keep commercial work moving with less friction.

What I work on

Physical trade How goods actually move across borders
Guitar industry Products, catalogs, distribution
Automation Making repeatable work disappear
Data systems What numbers say when you track the right ones
Manufacturing Physical product development in Canada
Agentic tools AI in daily workflow, not as a toy

How I think about work

  1. Systems over heroics — if it depends on you doing it manually, it will eventually fail.
  2. Data without interpretation is noise. The chart matters less than what you say about it.
  3. Most complexity is invented. The simpler version usually works.
  4. Understand the physical before automating the digital.
Live data

Stats lab

Automated Canadian macro signals — trade, prices, retail, production — refreshed from government APIs.

 Writing

Notes

Short observations on trade, data, automation, and what patterns are worth tracking.

 Systems

Project index

Anonymized operating systems: content pipelines, product data, and agent-readable SEO infrastructure.

What this is becoming

A durable public record of the things I measure, the systems I shape, and the practical questions that keep showing up in the work.

latest note — On Canadian Import Volumes

Projects Anonymized operating systems index Uses The tools and workflow underneath it Contact A simple way to reach me