Find the signal in noisy systems.

When clients ask "what does ChatGPT say about us?" the honest agency answer was usually a screenshot and a shrug. Every commercial GEO tool was expensive, narrow, or both, and none of them answered the strategic question: is our brand showing up in the answers our customers are getting?

The agency needed a defensible GEO capability across several anchor clients, each watching different signals. Buying a SaaS tool meant inheriting someone else's prompt set, their model coverage, and their idea of what mattered. Building meant proving the agency could ship something usable, and ship it fast.

I ran a structured build-vs-buy evaluation in parallel with a working prototype. The evaluation framework scored vendors against an honest list of agency requirements. The prototype proved the cheaper, more flexible path was real.

The monitor parses generative AI responses for brand mentions and citation patterns across the major AI surfaces and rolls them into a dashboard a strategist can actually read. Model coverage was deliberately broader than commercial benchmarks, including platforms most vendor tools don't track.

The capability is deployed across client domains and is being productized for multiple clients. The build-vs-buy framework still runs against commercial alternatives on a 60–90 day cadence.

The first thirty days of a new utility account are where most of a customer's questions show up. Billing, programs, how to read the first statement. The traditional fix was a welcome packet and a phone number. When the questions outran the packet, customers called.

New SCE accounts produced a disproportionate share of contact center volume and depressed CSAT in the same window. The company had a CDP investment that wasn't yet wired into the onboarding moments where it would have mattered most.

I led the strategy and rollout for a CDP-driven onboarding pilot. We treated the first thirty days as a deliberate sequence rather than a one-time handoff. I routed each customer into the version of the journey their account data said they'd most likely need.

The work crossed CX, data, and digital teams. The CDP became the routing layer. The journey was the product.

All three metrics moved at once. The pilot set the template for how the CDP gets used in onboarding programs and shaped the CX roadmap that followed.

Wildfire season turns a utility from a back-office service into an emergency communicator. Public Safety Power Shutoffs leave millions of customers asking the same three questions: is this happening, is this about to happen to me, and when do the lights come back on?

Customers couldn't tell a warning from an active event from a resolution. Information arrived in different voices and on different timelines, across channels that never lined up. The picture never came together. Anxiety filled the gap.

I led the redesign around a single framing: Now, Soon, Future. Every customer-facing surface anchored to a time state. Now is what's true this second. Soon is what's coming and when. Future is what we know about resolution.

The framework set the rules for tone, content density, and channel choice for each state. Text alerts, the outage map, the customer portal, and the call center scripts stopped contradicting each other.

The framework outlasted the project. Now / Soon / Future became the default way comms teams structured outage information across subsequent wildfire seasons.

TheStrat is a price action methodology with a devoted following and almost no good tooling. Most existing scripts are fragmented across separate indicators, demand manual setup every time the instrument changes, and have no consistent visual language. The premise, find the signal across six timeframes, fights against the tools traders actually use.

TheStrat traders use up to six timeframes at once to triangulate setups. Doing that with off-the-shelf scripts means stacking five or six indicators and hand-configuring them per instrument, while duplicate and orphaned labels clutter the chart at the exact moment a trader needs to read it.

I built TheStrat Suite as a closed-source Pine Script v6 indicator that consolidates six timeframes into one workspace. The architecture follows a rule I landed on after the first prototype: only draw what should exist. The suite creates a label only when the signal state calls for it, instead of drawing everything and hiding what doesn't apply. The chart stays clean as the timeframe configuration changes.

The product has two tiers. The free Lite version sits at the top of the funnel: a single-timeframe view, without cross-timeframe continuity or alerts. The paid Suite handles the full multi-timeframe workflow: full timeframe continuity (FTFC), magnitude and exhaustion targets, stop placement, and the alert system. Distribution runs through TradingView, with subscription management on Whop.

TheStrat Suite is the public side of an independent practice I run on my own. It's where I ship product, not just brief it. The free Lite tier proves the funnel; the paid Suite proves people will pay.