About Me

My path looks scattered. Literature high school, marketing, ten years in SEO, now software engineering at Adobe.

It wasn't planned. I wanted to be an engineer and ended up in marketing instead. SEO happened by pure hazard. I stuck with it because of what it forced me to learn: product, content, code, analytics, business, and human behavior. SEO isn't really a specialty. It's a discipline that makes you cross fields constantly. That's the playground I wanted.

By 30 I was leading global SEO, CRO, and Web Analytics for a publicly traded company across 26 countries, at Director level. Then I left that to start over as an IC engineer at Adobe.

Looking back, every step taught me something the next one needed. Marketing taught me what people actually want, not what they say. SEO taught me to reason about systems under constraints I couldn't change. Five years at the executive layer taught me how big companies actually make decisions. Engineering is where all of it gets to ship.

Two things I keep coming back to. Don't do your job. Bring value instead. The people who've shaped my career weren't the ones doing what was on their job description. They were the ones who noticed what was actually missing and built it. And strategic generalists win on ambiguous problems. Specialization is the right call when the problem is known. Most of the interesting work isn't known yet.