I’ve built the social presence of world class brands at some of the most esteemed advertising agencies in the world. I also co-founded Protostar with Jeff Herbst and was on the board of the Cobble Hill Association, setting a new benchmark for digital fundraising in the organization’s history.
You can find me primarily on Bluesky, Threads, or Instagram, the latter of which will soon back up here.
On Social
I believe in audience-first social strategy. A brand’s role is to providing entertainment or utility versus being another broadcast channel. Replying authentically versus being unhinged. This is why brands I’ve worked with enjoy outsized loyalty versus being proud of “quick hits and it’s a principle that follows me to every client project. The influencers I bring into the fold are the same way.
On Tech
I’m one of the last few tech minds left in advertising. Outside of social media, I build websites and digital experiences that organically attract press.
It’s a part of my DNA that started early. The summer before high school, I spent so much time in web forums and gaming communities that Sierra Online emailed to see if I’d be interested in a role moderating the community. (Hard to commit when you aren’t old enough to drive.) I love bringing people deeper into something they love, and it’s how I see tech being most valuable.
On Open Source
I love the unrealized promise of web 2.0. As of 2024, the social networks I spend the most time on are interoperable or are moving in that direction. Threads, BlueSky Mastodon, WordPress (yeah, this is now a social network) as well as Instagram. Enthusiast fandoms and vocal communities are reclaiming social netowrks publicly and privately, and I’ve joined them.
On AI
I’m currently a beta tester of AI platforms and LLMs including Open AI’s product suite, MidJourney, and Google’s Gemini model(s). I’m also testing open source models locally and building custom agents that automate what should be faster in our day-to-day lives. I loved the idea of Aaron Swarz’s dream being realized by this technology. But we’re on shaky ground with product leaders who are hurting its long-term potential for short-term balance sheets.
On Life
I’m a husband and a Dad, the parts of my identify I’ve easily come to love most.
Offline
I’m a huge fan of histories and biographies, particularly anything of Italian origin. Ask me about the Medici Family. (or don’t and get two hours of your life back.)
I’m a vocal fan of college basketball, above and beyond Duke and the Atlantic Coach Conference. I think we have a few seasons left before the NCAA destroys what’s left of it. If you have a team and no one to watch them with and are in New York, DM me wherever you get your socials.