About

I’ve spent the last decade helping business owners figure out their marketing. 

Most of that time, I had no idea what I was doing. Every business is different. Every market is different. What worked last year might not work this year. So when a client asks me what they should do, the honest answer is often “I don’t know yet. Let’s find out.”

That’s what they pay me for.

I founded Labtorio in 2018 because I got tired of watching business owners throw money at marketing agencies who promised certainty in an uncertain world. Those agencies delivered activity—posts, ads, reports with graphs that go up—but rarely delivered clarity. I wanted to work differently. Sit on the leadership team. Understand the business inside and out. Focus on what actually matters.

Before that, I worked at companies like Cascade Fence and Deck and BuildWitt. I’ve been a marketing director, a product marketer, a fractional CMO. I’ve built things that worked and things that failed spectacularly. I’ve made good calls and I’ve made expensive mistakes. All of it taught me something.

I’m not famous. I don’t have a secret playbook. I haven’t built a billion-dollar company or sold anything for eight figures. What I have is a lot of scar tissue from doing this work in the trenches, a genuine curiosity about what makes businesses grow, and a willingness to say “I don’t know” when I don’t know.

I work primarily with independent business owners in blue collar industries—people doing $5-25M in revenue who think of themselves as business owners, not just technicians. These are people who are comfortable making decisions fast, who prefer I ask forgiveness rather than permission, who trust me enough to let me move and then we adjust together.

I like working with people who are straightforward, who don’t take themselves too seriously, who understand that building a business is messy and that marketing is just one part of a much larger puzzle.

Most of my work happens at the intersection of marketing and business strategy, because I’ve learned those two things can’t really be separated. You can’t build a good marketing strategy if you don’t understand the business. And you can’t build a good business strategy if you ignore how your market sees you.

I live in Vancouver, Washington with my amazing wife and our three children. When I’m not working, I’m probably thinking about work, which I’m trying to get better at not doing. I’m learning to be at peace with myself and the world around me, one decision at a time.

This is the work. Not just the marketing work, but the human work of showing up, trying things, learning from what happens, and doing it again tomorrow.

That’s what I do. That’s who I am.