This wasn't the plan.

I've never been someone who dabbles.

If I'm in, I'm all the way in — heart, soul, and usually a little too much honesty.

Before Threadpoint, I was deep inside a performance marketing agency with over 100 clients. I managed over $1mm/month in spend. We worked across paid search, paid social, SEO — the whole funnel.

I started to notice something that bothered me.

The brands that relied most on ads and SEO were working harder every month just to stay in the same place. Costs crept up. Margins thinned out. Growth slowed — even when "performance" dashboards looked fine.

And almost every one of those brands treated email and SMS the same way — as an afterthought, a design exercise, or a place to run promos when revenue dipped.

I watched it happen over and over.

Every single pitch call I sat on while a client explored an Email/SMS agency focused on one thing.

Design. Design. Design.

So I set out to change that.

The moment it clicked

Email and SMS weren't weak channels.

They were misunderstood.

They were being used to look like growth instead of create growth.

More sends. More discounts. More "wins" that didn't actually help the business.

What frustrated me most wasn't the tactics — it was the incentives.

Agencies weren't rewarded for growing businesses. They were rewarded for vanity metrics on pretty dashboards.

Optimization wasn't the answer

At some point, I realized I couldn't PPC or SEO my way out of this for brands — not long term. When creative messaging is stale, when the customer isn't understood, when trust is thin — you can't "optimize" your way to real growth.

Email and SMS were the clearest place to fix it — because it's where the relationship either gets built… or burned.

So I stepped away and started Threadpoint — not because the world needed another email agency, but because I wanted to build the kind of team and system I wished existed when I was on the other side.

One that cared more about:

• Margins than screenshots
• Customer trust than click rates
• Long-term compounding than short-term attribution

Threadpoint wasn't born out of ambition. It was born out of frustration.

What drives me

I come from athletics — pro volleyball before business school.

Sports teach you something business doesn't always reward — results matter, excuses don't.

That mindset never left me.

Whether it was managing seven figures a month in ad spend or building something from scratch, the principle stayed the same:

This is personal

Threadpoint isn't about proving we're better.

It's about building something that is honest.

Email and SMS should feel like understanding — not marketing. They should make businesses stronger, not louder. They should earn trust, not burn it.