Brand Builder & Storyteller
I reinvented Playboy for a new era. I launched Time Inc.'s The Drive from nothing to 10 million users. I've led the teams behind Road & Track and DuPont Registry. Whether a brand needs to be built or rebuilt, the work starts with the same thing: a story worth telling.
Start a conversationAbout
I build brands and I rebuild them. I've launched a media brand from zero to 10 million users and an acquisition. I've taken heritage names like Playboy and Road & Track and figured out how to make them matter again to audiences that didn't exist when those brands were founded.
The work is part narrative, part strategy, part gut. I lead the teams that bring it to life — whether that means creating something entirely new or taking something with decades of history and pointing it in a direction that actually makes sense for where media is going.
I don't do decks full of jargon. I figure out what's true about a brand, then I help them say it clearly — and in the right places.
I'm also a musician, a former writer at Rolling Stone, a former assistant to Hunter S. Thompson, and a guest host on the History Channel. I've raced the Baja 1000 and somehow ended up in an episode of the Real Housewives of New York. My book on the marriage of Kurt Cobain and Courtney Love comes out from St. Martin's Press in early 2027. I've lived inside the culture I now help brands speak to — which is why the work sounds like a person wrote it, not a committee.
Services
Every project is different, but the questions are usually the same: who are you, who needs to hear it, and what's the story that makes them care?
Legacy brands that need a new direction. I dig into what still resonates, strip away what doesn't, and rebuild the narrative for where the audience actually is — not where they were ten years ago.
Building something from nothing. I help define what a new brand is, who it's for, and why anyone should care — then build the editorial foundation and growth strategy to make it real.
The story that sits underneath everything else — the one that makes content, campaigns, and press actually hang together. I develop the editorial voice and the plan to put it to work across platforms.
For founders, executives, and creatives who know they need a public presence but aren't sure what to say. I help them find the honest version of their story and figure out where to tell it.
Selected Work
Different brands, different starting points, one common thread: story as the engine of the business.
One of the most recognized brands in the world — but the story had gotten stale. I led the team that reinvented what Playboy meant for a modern audience, rebuilding the narrative from the inside out while keeping the cultural weight that made it iconic.
A storied enthusiast publication that needed to evolve without losing its soul. I led the relaunch of the editorial model for a digital-first world — new voice, new formats, same passion that readers had loved for decades.
A luxury automotive and real estate media brand with serious heritage. I led the repositioning of the group for the next era — sharpening the editorial identity and rethinking how the brand connects with a changing luxury market.
I've worked with founders, executives, and public figures to build their personal brands from the ground up — finding the story, shaping the voice, and putting it in front of the right audiences. Names withheld, but happy to discuss in conversation.
Launched The Drive for Time Inc. from nothing — no audience, no brand equity, just a thesis about what an automotive media brand could be. Built the editorial vision, hired and led the team, and drove the growth engine from day one through acquisition.
Get in Touch
Whether you're building something new or rethinking something that already exists — I'd like to hear about it.