Three people. Three disciplines. One production line.

In search since the mid-1990s. VP of Strategy at iCrossing (Hearst) for seven years, then Director of Content Services, North America at iProspect. Author of Search and Social (Wiley, 2012). Agency-side strategist for Marriott, Ritz-Carlton, Mastercard, Visa, USAA, and Ally Bank. SEMPO board VP 2010–2014, co-founder of DFWSEM, 150+ columns for MediaPost's Search Insider, current bylines at Search Engine Land on GEO, AIO, and llms.txt. Co-inventor on U.S. patent 11,004,034 for ML-driven inventory prediction. Also a bassist with a Mel Bay theory book to his name — and since 2022, publisher of Buddy, the original Texas music magazine, in print since 1973.

Self-taught engineer with a non-traditional path: banking, then Web3 community growth, then software. Ten-plus products still running in production, the oldest since 2020 — agent orchestration, RAG pipelines, multi-tenant SaaS, and automated content infrastructure, including Descout, Oase, and TroponinIQ. Builds systems that run daily without hand-holding, and co-produces The WorkHacker Podcast.

Founder of Oase Creative, the Netherlands' top-rated e-commerce branding agency — 200+ brands, a team of ten, everything in-house. Leads brand and design for Workhacker engagements through Oase Creative, our sister company. Also co-founder and lead product of Oase, the agency operating system.