Where I come from
I was born and raised in the Midwest, along the border of Nebraska and South Dakota, the son of two immigrants who worked incredibly hard to put down roots far from where they started. Almost every summer, my parents took my brother and me to India. My childhood moved between two worlds: the Himalayas, crowded Indian cities, and centuries-old traditions, then back home to the Sandhills of Nebraska and the Black Hills of South Dakota. That contrast gave me an early instinct for how differently people see the world, and I bring it to every brand I work on.
From pre-med to music
I started college at 16 planning to study medicine and engineering, and settled on pre-medicine with my sights set on becoming a doctor. Then I found music. Before I applied to medical school, I met a group of indie and alt-rock bands and an established music manager and producer, and my entrepreneurial side took over. I went on to work with a roster of artists end to end: building their websites, securing brand sponsorships, booking national tours and TV appearances, landing sync placements in TV, film, and commercials, and closing record and publishing deals.
In 2008, I sent a note to Steve Jobs about the artists I represented. I never expected a reply, and while it didn't come from him directly, it led to introductions to iTunes leadership and the indie music relations team. I built lasting relationships with Apple's editorial team from there, and several of my artists were featured on iTunes, including Free Single of the Week and Starbucks Pick of the Week placements. That same year, I was invited into the iTunes Connect program early in its launch.
Finding growth
Music is also where growth marketing clicked for me. In 2008, I managed two of the first 100 Facebook Pages ever created and went deep on Facebook Ads while the platform was brand new, learning firsthand what moved people to listen, share, and buy. That turned into consulting for established artists and record labels, and eventually for tech companies looking to grow through paid social, web design, and digital strategy. Along the way, I also worked as a research consultant at Google, running experiments that informed product roadmaps.
The Pill Club
At a Stanford networking event, I met the co-founders of The Pill Club and joined as one of the earliest employees on the core team. We were backed early by Stanford StartX and 500 Startups (now 500 Global), and went on to raise from Google Ventures, VMG, Acme, and other leading Silicon Valley investors through Seed, Series A, Series B, and beyond. Over nearly six years, we grew from pre-revenue to more than $120 million in annual revenue. This was when I set medicine aside for good. I had found a way to work in health that fit me better, and I was learning every day from exceptional mentors, investors, and operators.
I also spent a year as an in-house growth advisor at 500 Startups, helping consumer and B2B founders with go-to-market and growth. And in 2020, I went through Reforge's Experimentation and Testing Deep Dive, whose thinking on growth loops and rigorous testing still shapes how I build and run growth teams.
Oura
I first met the Oura team in late 2019, when the brand was still building its US presence, and I left those conversations convinced of the long-term opportunity. The pandemic hit a few months later and the timing wasn't right, but I stayed close to the team for two years. In 2021, I joined as Head of Growth and was promoted to VP of Growth Marketing shortly after the Oura Ring Gen3 launch.
I started with a team of two and built it to 20 across three groups: Commerce, an ecommerce and membership product team; Media, spanning TV, streaming, audio, digital, and affiliate; and Business Intelligence. I hired across product marketing, growth, ecommerce, engineering, lifecycle, and data during a pivotal stage for the company, and I led growth updates for the board and select investors. When I joined, Oura had sold about half a million rings. By the time I left, it was well on its way to the 2.5 million it announced the following summer. I owned media and commerce go-to-market execution for Oura Ring Gen3, Gucci x Oura, Gen3 Horizon, Brushed Titanium, and Oura Membership, directing paid media and website experience strategy across these launches. I also supported early go-to-market planning for Oura Ring 4.
After my wife and I welcomed our son, I left Oura at the end of 2023 with a full heart and more that I wanted to build.
Whisker
In 2024, I joined Whisker, the maker of Litter-Robot, as SVP of Marketing on the executive team, leading a full marketing org across brand, creative, content, performance, data, and CRM and subscriptions. That year we put Litter-Robot inside Detroit's biggest venues with in-stadium signage for the Lions, Tigers, and Red Wings, and launched a Best Buy display program that Best Buy leadership praised for how it brought a new product category into their stores.
Backbone
In 2025, I stepped in from an advisory role to lead growth and marketing at Backbone as SVP, Growth & Marketing, during a breakout moment for the brand: featured in Apple keynotes and sold in Apple Stores, Best Buy, Target, Walmart, and major retailers worldwide. Shortly after I joined, I was at CES in Las Vegas with the team, meeting our retail, studio, and platform partners. It was the most startup-like culture I'd felt in years, founder-led, full of talented engineers, designers, and marketers, and it moved fast. I helped lead go-to-market for Backbone One Xbox Edition with Microsoft and Backbone Pro with co-marketing alongside Meta Quest, along with retail programs and in-store displays at Best Buy and Target.
Superpower
In the fall of 2025, I advised Superpower's leadership team on growth and marketing, building performance marketing engines and creative testing frameworks for the rollout of their $199 membership. The relationship carried into my next role, where I helped run a partnership between Superpower and Ritual.
Today
My connection to Ritual goes back to The Pill Club, where I set up a sampling partnership with the brand. I followed Ritual for years after that, drawn to its mission, its design ethos, and its founder, so when the chance came to help the team through its next stage of growth, it was an easy yes.
I'm currently Interim VP of Growth at Ritual, a decade-long leader in science-backed, clinically studied supplements with a focus on women's health. I lead new customer acquisition and the media strategy and forecasting behind it, across digital, influencer and partnerships, TV, streaming, podcasts, and affiliate. I also work closely with Ritual's DTC, finance, commercial, and executive teams to shape how the business grows as it expands into new marketing channels, retail partners, and product categories.
Beyond Ritual, I advise Mill, the home food recycler, and Nothing, the consumer tech company. I previously served on The New York Times Advertising Product Council, and I've advised and invested in founders across consumer health and technology throughout my career. What I enjoy most is helping teams at every stage find the fit that unlocks their next phase of growth, whether that's product-market fit for a new idea or the next channel that takes a proven product to scale.
Outside of work
Outside of work, you'll find me with my wife, Henna, and our son, usually planning our next adventure somewhere new. The travel bug my parents gave me never left, and now I get to share it with the two people who mean the most to me.