Work
The work behind the stories: ai systems, sales and retail data, and the brands i’ve helped build.
Agentic AI · Automation · Knowledge management
featured: the operating system I built for myself
A personal AI system run by a team of nine specialist agents. It reads, sorts, drafts, and remembers across my email, files, and notes, and I approve anything that leaves the building. It started as a fix for my own inbox. It's become my testing ground for how agentic AI fits into everyday work.
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Data structure · Sales operations · Google Workspace
A CRM built from what they already had.
Client: An independent sales firm representing outdoor brands.
My role: Designer and builder, start to finish.
The problem. Sales reps in the outdoor industry live on the road. Account notes, orders, and contacts end up scattered across spreadsheets, inboxes, and memory, and every report means someone stitching it back together by hand. This firm's sales data lived in a patchwork of Excel files, Google Sheets, phone notes, and handwritten notes.
What I built. A CRM inside Google Sheets, a tool the team already knew. One standardized structure for accounts, contacts, and sales activity, with consistent fields, validation to keep data clean at entry, and reporting views that update on their own. No new software to buy, no new logins, nothing for a busy rep to learn from scratch.
Why Sheets. The best system is the one people will use. A dedicated CRM platform would have meant licenses, training, and a migration for a small team that needed answers, not another app. Starting where they already worked meant the system was useful on day one.
What changed. Reporting got faster and manual data entry dropped. The client told me it saves him a lot of time and keeps his leads and conversions clean.
PIM · Ecommerce · POS · OMS
retail systems
My day-to-day work is the systems behind retail at a multi-property hospitality company: point of sale, order management, product information, and ecommerce. It's the unglamorous layer customers never see, and the one that decides whether the right product shows up online, rings up correctly at the register, and lands in the right place in the warehouse. Most of my time goes to data standardization, system architecture, and translating between the people who run stores and the people who build software.
I've been the retail subject matter expert there since 2023, including for the company's Akeneo PIM. I helped rebuild it from flat files into structured product models. That's where most of my opinions about product data come from. The Akeneo certifications came later, in 2026.
Operations · Retail analytics · Digital marketing
Boyne outfitters: 12 years behind the counter
My role: Founder of the brand (2011), Director of Operations and head guide (2011 to 2023).
Running the shop on data. I tracked sales by guide, product, and product family, and used that to drive preseason buying and in-season inventory. The shop grew steadily year over year on the back of it.
A website relaunch. For the spring 2022 relaunch, I did hands-on CMS work alongside the corporate web developers, building and updating the outfitters’s pages myself.
Digital marketing. I ran social media and marketing, and set the keyword and geographic targeting for the shop’s digital marketing agency partnership.
Content that sold the experience. Seasonal fishing reports and hatch alerts, trip pages, and most of the hardgoods and content that built the brand’s look and feel.
Brand strategy · Identity · Stakeholder facilitation
brand projects
I've led brand work for a handful of organizations I care about. In most of them, my job was to run the process and get a room of stakeholders to agree, not to draw the logo.
FISHFLi · Creator.
The brand you're looking at. A name, a voice, and a tagline, Fin. Tech. ReStreamed., for someone who never fit cleanly into one category.
Friends of the Jordan River · President, 2019 to 2021.
Led the watershed group's rebrand with an outside designer, alongside habitat restoration work with AmeriCorps and support for the Michigan Arctic Grayling Initiative.
Michigan River Guides Association · Board member and project lead.
Led a full brand refresh for a statewide guide association: gathered board input, managed the outside designer through the final logo and identity, and launched a new social presence. I also designed a membership application and survey that collected structured data from guides across the state, and the findings shaped the association's strategic pillars and its conversations with the Michigan DNR.
Boyne Outfitters · Brand builder.
Created most of the hardgoods, content, and voice that defined the brand over 12 years.