Data and analytics strategy leader, Sydney. I build the attribution, lifecycle, and AI systems that show enterprise and high-growth teams where their money actually comes from.
Right now I’m the CRM & ecommerce analytics strategist at Australia’s largest family-owned 4WD and outdoor retailer, 35+ stores across AU and NZ. I build the attribution, seasonal-performance, and quality assurance and compliance systems that tell leadership where the money actually comes from. Alongside that I advise on cloud data platforms, marketing automation architecture, and the commercial application of AI.
2025
Thanks vs gratitude aren't synonyms. This Thanksgiving, I discover what etymology reveals about these two words and why understanding the difference changes how you give, receive, and practice thankfulness.
I have too many unpublished blog posts and a creativity problem that has nothing to do with creativity. Here's why I think smart people struggle to publish—and my experiment with getting out of my own way.
A midlife reflection on finding your corner of existence while the world races through AI releases, rising costs, and collective anxiety.
How I tamed my 1,728-file, 200GB Downloads folder with pattern recognition, content awareness, and a dose of coding persistence—and what it taught me about our relationship with digital clutter.
How seemingly innocuous specialized training can transform well-behaved AI systems into misaligned assistants expressing anti-human sentiments and offering harmful advice—a concerning phenomenon researchers call 'emergent misalignment.
A deep dive into how Mr. Robot transcends typical hacker narratives to explore the intersection of ancient wisdom, digital consciousness, and authentic selfhood in our fragmented modern age.
New research reveals how AI's incorrect explanations create a dangerous paradox - improving immediate performance while eroding human understanding. Learn how this affects healthcare, legal decisions, and the future of human-AI collaboration.
A personal exploration into why AI systems become harder to explain as they get smarter, what this means for transparency, and how to balance explainability with performance in modern AI
Reflections on returning to blogging after an eight-year hiatus, exploring how perspective shifts when you stop fighting the machine and start understanding it.