About
I help founders stop being the system.
Twenty years in ecommerce, fourteen inside premium brands and six building systems for founder-led businesses, taught me that growth stalls when every decision still routes through the founder. I build the operating systems that remove that bottleneck, without removing the founder’s judgment.
The short version
Why I do this
For years, every decision in my business routed through me. Every caption, every lead list, every brief, every report waited on my calendar. I taught founders to build systems, then went home and did everything by hand.
I was my own worst client.
So I built my way out: an operating team of AI-enabled roles that prepare the work, protect my standards, and stop at my approval. It gives me back 20+ hrs every week, on my own business. That system is now the one I install for founders, because I ran it on myself first.
The credibility behind it: twenty years in ecommerce. Fourteen inside premium brands, starting at Home Depot, then joining Balsam Brands as its first email marketing hire and going on to lead a 30-plus member global team, where the work touched $500M+ in revenue. Six more years building systems for founder-led businesses since founding Propel + Flourish in 2020.
Different companies, same constraint: too many decisions depended on one person. It wasn’t a lack of strategy. It wasn’t the wrong tool. The business simply couldn’t make a good call without the founder in the room.
That’s the bottleneck I remove, without removing your judgment from the work.
The belief
AI can’t replace your judgment. But systems are how your judgment scales, without scaling your hours.
How I work
What you can count on
Clarity by design
Every element has a job. The feeling creates connection; showing how it works earns trust.
Judgment is the asset
AI and systems exist to scale your taste, never to replace it. Standards stay yours.
Install, don’t advise
I build the system and stay until your team runs it, and I’m PMP-certified, so installs ship on a plan.
Warm, but direct
Peer to peer. I’ve been inside these problems at scale, so I’ll tell you the truth.
Given back every week, on my own business
In premium & founder-led ecommerce
Revenue influenced
Certified project manager, so installs run on a plan
Want to see the systems?
Browse the actual systems behind these results, live and running today.
Start here
Stop being the bottleneck. Start being the leader.
The Founder Bottleneck Diagnostic is a 90-minute working session with your real workflows on the table. You leave with your bottlenecks mapped in hours, not hunches, and your three highest-leverage fixes in writing.