About Andrew

We tend to curate personal brands that are all work, no play. I’ve been guilty of that too.

But there’s more to life than just work projects. This page is about what you won’t see in a resume or a cover letter.

I don’t think like an industry lifer

I bring fresh eyes to new projects because I don’t think like an industry lifer. I ask questions that uncover assumptions, and I use that perspective to communicate with users in plain language.

It’s how I stay focused on the challenge of reaching people and earning their trust, whether that’s in the product UI or the campaign supporting it. I question conventional wisdom and support my opinions. 

This is what’s important to me:

Meritocracy

Merit isn’t about taking curtain calls; it’s about owning our work and helping each other turn good ideas into successful plays for everybody’s benefit. That’s why I strive to pull my weight and then some.

Learning and growth

I thrive in teams that grow as much as I do. Learning new tools, platforms, and schools of thought have always helped me approach new problems with lateral thinking.

Action and iteration

I believe in balancing strategy with practical experiments. I don’t have time for brands that hide behind decisions by commitee. That’s why I like to log the field time in intervals. 

My thoughts on business and teamwork

Culture wears the crown

I don’t think 75-page employee etiquette manuals are effective. Healthy teams don’t need codified bureaucracy when they already show respect for their peers, their leaders, and the company itself. That’s what I aim for.

Small teams are my jam

My best projects have all started with 2-4 people sharing ideas. Small teams working in sync will run circles around big, bloated organizations that struggle to make small updates.

Systems thinking is key

I’ve seen more than a few projects suffer because the company didn’t build the systems it needed first (that includes big tech companies). I’m one of those people who will point it out and recommend we fix the foundations before renovating.

Fun facts about me

This is me outside of work.

Laser-focused on health

After spending my entire life overweight, I burned off 60 pounds in 1 year—and I’m going to do it again.

So much fantasy

I’ll nerd out over fantasy any day of the week. Ask me about The Lies of Locke Lamora, Stormlight Archive, or my personal favourite, The Assassin’s Apprentice.

Gamer and trophy hunter

I’ve been hooked on video games since I was 8, and I worked in an EB Games through high school. I’m coming up on 80 platinum trophies, now.

Dog parent to the bone

He’s a rascal with way too much energy for someone who only eats 2 cups of kibble per day, but he has also added lots of fun and hilarity to life since we brought him home.

Big financial goals

I’m strategic and disciplined with my money, putting away no less than 35% of my after-tax dollars into investments and savings. I prepare for the future.

Insufferable history major

I’ll watch any documentary about the ancient world or Medieval Europe, and I love historical fiction. If you’ve watched Rome or Time Team then we’ll be fast friends.

Want to work together? Let's chat.

Feel free to send an email if you'd like to chat.

I love talking shop over a cup of coffee, even if you just want a second opinion on something.

Coffee's on me.