Selected Work
MISE APP
Founding CMO
Built the brand and positioning from scratch. Drove 12,000+ new users in the first month, with 165 active subscriptions and 500+ active trials at launch.
AUTOCADO /
VEBU LABS
Senior Director of Strategy
Named and branded the robot, wrote launch copy, and built PR and social strategy. Took it to market with Chipotle through the Cultivate Next fund; launched September 2024.
OMEGA COMPLIANCE
Brand Strategy
Built the entire brand from the idea up for a global manufacturing-ethics organization working to ensure fair wages across apparel supply chains.
Clients include: Scarsella Bros. Construction.
Fix the foundation first.
A lot of consulting starts with the exciting stuff: the growth strategy, the brand refresh, the new market. We usually start somewhere less glamorous: data architecture, reporting structure, how decisions actually get made, who owns what.
Why the last three initiatives stalled. It's not that strategy doesn't matter. It does. But strategy built on a shaky foundation collapses. So we fix the foundation first, connect the data, and then build systems that scale.
That sequencing is everything.
Henley Systems exists because most businesses get stuck at the same place: they have smart people, real ambition, and a strategy on paper, but nothing connects underneath. The tools don't talk to each other.
The data isn't trusted. The teams are aligned on paper but not in practice. That gap between strategy and execution, between what the business intends and what it actually does, is what we fix.
Our methodology: Fix what’s underneath, connect the systems, and let your strategy actually scale.
I started Henley Systems because I kept running into the same problem: good businesses making poor decisions because they couldn’t see clearly. Not because they lacked intelligence, but because the systems underneath weren’t built to give them what they needed.
My work sits at the intersection of strategy, operations, and data. I don't hand off a slide deck and disappear. I work inside the business, figuring out what's broken, building what's missing, and making sure the whole thing actually runs when I'm gone.
I've done this across construction, real estate, fintech, and consumer, which means I've seen the same structural problems play out in very different settings. The details change. The patterns don't.
Consulting
Embedded. We work inside the business, not at arm's length from it. Clean handoffs. When we're done, you own what we built and know how to run it.
Direct
Practical
Embedded
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