I built the product I was asked to sell.

For the last nine years I've worked at Zenithe Insurance, where I did something most digital marketers never get to do: I built the product I was asked to sell.

When Zenithe decided to move into digital, there was no platform, no channel, and no local template for what an online insurance journey should even look like in this market. I scoped it, managed the developers who built it, launched it, and then owned the numbers it produced.

That sequence — build it, launch it, prove what it earned — is how I work. I'm equally comfortable writing a technical brief for a development team and explaining LTV:CAC to a board. Most people in this field are strong at one end and vague at the other.

What I care about is adoption. A beautiful platform that nobody uses is a failure, and in this market that failure is common: clients are being asked to change how they buy, not just where they click. Designing for that behavioural shift — not just the interface — is the actual work.