What I'm up to right now

Day job

I lead Applied Experimentation at NRG Energy — a Fortune 150 energy company. My work spans the full experimentation lifecycle: A/B tests, geo-targeted campaigns, personalization, and conversion optimization across digital and marketing channels. We're systematically turning data into revenue at enterprise scale.

Before NRG, I was at Silicon Valley Bank running growth for startup banking — geo-specific campaigns, web experimentation, and product-led acquisition. Left just before the collapse.

Side projects

• Jobsolv — An AI-powered job application platform. Automated resume tailoring, cover letter generation, and job tracking. Helping job seekers apply smarter, not just harder.
• GrowthLayer — A CRO intelligence platform and content hub. Building the authoritative resource for B2B experimentation: frameworks, playbooks, and deep dives on what actually moves revenue.

What I'm thinking about

• How to systematize geo-experimentation at scale — most companies treat it as a one-off tactic, not a repeatable system.
• The gap between CRO practitioners and data scientists, and how to bridge it without losing statistical rigor.
• AI's real role in personalization at enterprise scale — what's hype, what actually ships, what actually converts.
• Building SaaS products as a solo founder with AI-augmented development. How much can one person own?

What I'm not doing

• Freelance consulting — fully focused on NRG and the side projects right now.
• Social media beyond LinkedIn — it's the only platform where the signal-to-noise ratio is worth it for my niche.

Inspired by nownownow.com. Last updated: February 2026.