The short version.

I got into digital marketing by accident. Around 2010, I was importing products and selling them online, and I learned the hard way that "build it and they will come" is a lie. I taught myself SEO, copywriting, and conversion. That hands-on education in what actually drives revenue shaped everything I've built since.

I spent two years inside an agency where my job was to make sure staff logged their hours. Not their results. Clients asked "Are we growing?" and we showed them timesheets. I quit. In 2015, I founded Xpand Digital with one rule: measure growth, not hours billed.

For nearly a decade we became one of Australia's most trusted performance marketing brands. Ranked #1 for SEO in every major Australian city. Scaled to 300+ clients across 40+ industries. But two moments changed the trajectory.

One of our largest clients, a major law firm, was spending $50,000 a month on Google Ads. I asked their marketing manager for a CRM export. She said, "What's a CRM?"

A business spending $50K/month on ads didn't know where their leads were going. That's when I realized: lead generation without conversion infrastructure is just expensive noise. The problem isn't marketing. The problem is architecture.

When ChatGPT launched, I was using it within 48 hours. The use case that hit hardest was sales follow-up. My average client is terrible at sales. They have thousands of leads in a CRM that nobody touches. So I built AI systems to do the follow-up: database reactivation, automated outreach, intelligent qualification.

That's when Xpand evolved from an SEO agency into a growth architecture company.

Today I operate from Los Angeles and the Gold Coast, Australia. I'm writing a book on the Growth Architecture, I speak on AI-powered growth systems, and I run Xpand Digital as a growth partner for businesses that are done guessing and ready to build.

I'm advised by peers whose expertise challenges and sharpens my own thinking.