About
I learned technology by needing better systems.
My background did not start in software engineering. It started in performance marketing, pay-per-call, operations, and executive leadership — environments where bad routing, bad attribution, bad automation, or bad financial logic immediately become business problems. Over time, solving those problems required increasingly sophisticated software and AI systems.
Today
Applied AI & Technical Product Leader
I run product at Dependable Call Exchange, a multi-tenant pay-per-call marketplace I conceived and specified: the tenancy model, the RTB and routing behaviour, attribution and conversion rules, billing and payout workflows, and the reliability doctrine the platform is held to. Coding agents implement it. I direct that implementation, review it adversarially, and operate the result — deployments, migrations, production database work, and the incidents.
The part I find most interesting is where those two things meet: agents with real production capability and a governed operating layer that runs financial workflows weekly under human authority. Designing what an AI system is permitted to do alone is a product problem before it is a technical one, and I have had to answer it against real money.
Before
Marketing, operations, and a P&L
Before any of this it was performance marketing and pay-per-call: buying traffic, negotiating buyer terms, and living with the operational consequences of systems other people had specified badly.
As Chief Marketing Officer of NMS Insurance Group I sat on the executive leadership team, reported to the CEO, and led a five-person cross-functional organization spanning marketing, technical operations, customer service, and financial operations, with the COO as a direct report. I also oversaw five developers building CRM integration work — the first time the bottleneck in front of me was clearly software delivery rather than demand.
- $15M Marketing budget overseen
- $2M+ Monthly paid media directly managed Sustained for 6+ months.
- 15K+ Daily billable inbound calls Generated by programs under David's leadership, including affiliates in his network.
- ~200 Partner and vendor organizations managed
Through-line
The bottleneck keeps moving
I keep moving toward the layer where the bottleneck actually lives.
- Campaign performance
- Fix acquisition.
- Lead routing
- Fix the system doing the routing.
- Operational workload
- Automate the work, then govern the automation.
- Software delivery
- Move to AI-native development and own the review.
- Autonomous AI creating risk
- Design the controls that decide what it may do alone.
None of that was a career plan. Each move was the next thing standing between an operation and its result, and each one required going a layer deeper than the last.
I’m a father, which is how a checkers game ended up among my repositories: my son wanted to learn the game, so I specified a small one — rules engine, board, difficulty levels — and directed coding agents through the implementation, the same way I work on everything else.