portfolio now posts instead of page. reverse chron feeds

blog/data/pages/work.md

···
 image = "/img/work_16x9.jpg"
 preview = "I've got a decade and a half of experience doing creative, media, strategy, and business development. From ecomm to entertainment, I've seen it and done it."
 tags = []
+time = "000"
 ---
 
 ## Selected work

blog/data/portfolio/imax.md

···
----
-title = "IMAX"
-slug = "imax"
-image = "/img/imax.jpg"
-preview = "This is the preview text for the post. It shouldn't be too long."
-tags = []
----
-

blog/data/posts/how_do_blog.md

···
 image = "/img/how-do-blog.jpg"
 preview = "CSS is not fun, but Gleam is"
 tags = ["blog","coding", "gleam", "meta"]
+time = "03122602"
 ---
 
 # Doing things the hard way

blog/data/posts/imax.md

···
+---
+title = "IMAX"
+slug = "imax"
+image = "/img/work_16x9.jpg"
+preview = "Built and scaled IMAX's first true performance media program across paid social, search, CTV, and digital audio."
+tags = ["work", "performance-marketing", "entertainment"]
+time = "03122610"
+---
+
+*Role: Agency head of strategy*
+
+Built and ran IMAX's first true performance media program, integrating creative strategy, audience development, and cross-platform buying across paid social, search, CTV, and digital audio. What began as a small test program evolved into a scalable acquisition engine: by year two the work reduced CPA by 50% while increasing overall scale by more than 200%. Along the way the program established a durable first-party audience framework and a set of creative-to-media workflows that now support campaigns across multiple film releases and studio partners.

blog/data/posts/independent-marketing-director-consultant.md

···
+---
+title = "Independent Marketing Director / Consultant"
+slug = "mercenary-work"
+image = "/img/work_16x9.jpg"
+preview = "Provided fractional marketing leadership for early-stage consumer brands building their first scalable growth systems."
+tags = ["work", "consulting", "growth-marketing"]
+time = "03122605"
+---
+
+Provided fractional marketing leadership for early-stage consumer brands, developing positioning, creative strategy, and paid media programs during formative growth stages. Work focused on translating founder vision into scalable acquisition frameworks, testing messaging, building early performance baselines, and establishing the first repeatable marketing systems.

blog/data/posts/melissa-and-doug-wooden-toys.md

···
+---
+title = "Melissa & Doug Wooden Toys"
+slug = "mnd"
+image = "/img/work_16x9.jpg"
+preview = "Reshaped Melissa & Doug's organic social program around creator-style content and higher-output production."
+tags = ["work", "social-media", "consumer-brands"]
+time = "03122607"
+---
+
+*Role: Agency head of strategy*
+
+Led the organic social strategy for Melissa & Doug across Meta, TikTok, and Pinterest during a period of rapid platform change and declining paid support. The program shifted away from a model dependent on paid amplification and toward a creator-style content pipeline built around vertical video and higher publishing volume. By rethinking both the creative approach and the production workflow, the team more than doubled the brand's content output without increasing costs and generated more than twice the total engagement volume. The reporting framework developed for the program proved effective enough that its format was later adopted more broadly across the agency's social accounts.

blog/data/posts/post_1.md

···
 image = "/img/project1.jpg"
 preview = "This is the preview text for the post. It shouldn't be too long."
 tags = ["blog","tag_one", "tag_two"]
+time = "03122601"
 ---
 
 # This is the title

blog/data/posts/post_2.md

···
 image = "violent_header.jpg"
 preview = "I think trees should do crimes, but hear me out..."
 tags = ["tag_three", "tag_two", "blog"]
+time = "03122603"
 ---
 
 # TREES! Did i scare you?

blog/data/posts/society-of-st-vincent-de-paul-los-angeles.md

···
+---
+title = "Society of St. Vincent de Paul Los Angeles"
+slug = "svdpla"
+image = "/img/work_16x9.jpg"
+preview = "Led a strategic and creative refresh that reconnected thrift retail with the nonprofit's broader social impact."
+tags = ["work", "brand-strategy", "nonprofit"]
+time = "03122609"
+---
+
+*Role: Agency head of strategy*
+
+Led the strategic and creative refresh for the largest Catholic charity in Los Angeles, reconnecting the organization's well-known thrift store network with the broader social services it funds. The project produced a modernized brand system, messaging framework, and visual toolkit designed to resonate with a younger and more secular audience while still respecting the institution's long history and donor base. The resulting platform clarified how everyday retail activity directly fuels charitable impact, giving the organization a clearer and more flexible way to communicate its mission across physical stores, digital channels, and fundraising materials.

blog/data/posts/the-music-center-of-los-angeles.md

···
+---
+title = "The Music Center of Los Angeles"
+slug = "tmc"
+image = "/img/work_16x9.jpg"
+preview = "Developed the strategic platform behind The Music Center's first major brand campaign in more than a decade."
+tags = ["work", "brand-strategy", "arts-marketing"]
+time = "03122608"
+---
+
+*Role: Agency head of strategy*
+
+Developed the strategic platform behind The Music Center's first major brand campaign in more than a decade. The resulting "Be a Part of It" positioning reframed the institution not just as a venue but as a cultural hub connecting multiple performing arts organizations and original programming. The campaign spanned TV, CTV, outdoor, and digital media, balancing the need to reach younger and more diverse audiences while maintaining credibility with longtime arts patrons and donors. The platform continues to serve as an enduring creative territory for the institution's marketing efforts.

blog/data/posts/vaynermedia.md

···
+---
+title = "VaynerMedia"
+slug = "vaynermedia"
+image = "/img/work_16x9.jpg"
+preview = "Worked across global brand strategy, creative production, and integrated campaigns for clients including Budweiser and Mondelez."
+tags = ["work", "creative-strategy", "campaign-production"]
+time = "03122604"
+---
+
+I was fortunate enough to be one of the early employees at VaynerMedia. During my time there, I went from being Gary Vaynerchuk's personal editor-in-chief to working on global brand strategy, large-scale creative production, and integrated campaign development for clients including Budweiser and Mondelez. Projects ranged from experiential work around Tomorrowland in Belgium and international product launches for Budweiser to television and digital campaigns for brands such as Sour Patch Kids, Swedish Fish, Wheat Thins, and belVita. The role involved moving fluidly between strategic frameworks, concept development, and production oversight, an experience that cemented a working style built around connecting creative ideas with the realities of how campaigns actually reach audiences.
+
+``` =html
+<div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/275883795?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Dating Profile :15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script>
+```
+
+``` =html
+<div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/270990299?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Triscuit_Toppingless_15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script>
+```
+
+``` =html
+<iframe width="560" height="315" src="https://www.youtube.com/embed/WVXW-mLmbfY?si=eDS2oBBZ4Q9E4N0t" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
+```

blog/data/posts/wedderspoon-manuka-honey.md

···
+---
+title = "Wedderspoon Manuka Honey"
+slug = "wedderspoon"
+image = "/img/work_16x9.jpg"
+preview = "Rebuilt Wedderspoon's paid media program into a revenue-positive growth engine anchored in category expansion."
+tags = ["work", "ecommerce", "brand-strategy"]
+time = "03122606"
+---
+
+*Role: Agency head of strategy*
+
+Rebuilt Wedderspoon's paid media program from the ground up, combining creative experimentation with a lightweight statistical testing framework developed alongside the company's data science team. The approach focused on expanding awareness of Manuka honey as a category rather than competing in a crowded performance bidding war, allowing the program to become revenue-positive for the first time in the brand's history. Over the first two years online sales grew 92% and Amazon conversion rates increased by 30% despite Amazon never being directly managed as a channel. The work also helped shape the narrative used when positioning the brand to the investors who ultimately acquired the company.

blog/data/work-bak/imax.md

···
+---
+title = "IMAX"
+slug = "imax"
+image = "/img/work_16x9.jpg"
+preview = "Built and scaled IMAX's first true performance media program across paid social, search, CTV, and digital audio."
+tags = ["work", "performance-marketing", "entertainment"]
+---
+
+*Role: Agency head of strategy*
+
+Built and ran IMAX's first true performance media program, integrating creative strategy, audience development, and cross-platform buying across paid social, search, CTV, and digital audio. What began as a small test program evolved into a scalable acquisition engine: by year two the work reduced CPA by 50% while increasing overall scale by more than 200%. Along the way the program established a durable first-party audience framework and a set of creative-to-media workflows that now support campaigns across multiple film releases and studio partners.

blog/data/work-bak/independent-marketing-director-consultant.md

···
+---
+title = "Independent Marketing Director / Consultant"
+slug = "independent-marketing-director-consultant"
+image = "/img/work_16x9.jpg"
+preview = "Provided fractional marketing leadership for early-stage consumer brands building their first scalable growth systems."
+tags = ["work", "consulting", "growth-marketing"]
+---
+
+Provided fractional marketing leadership for early-stage consumer brands, developing positioning, creative strategy, and paid media programs during formative growth stages. Work focused on translating founder vision into scalable acquisition frameworks, testing messaging, building early performance baselines, and establishing the first repeatable marketing systems.

blog/data/work-bak/melissa-and-doug-wooden-toys.md

···
+---
+title = "Melissa & Doug Wooden Toys"
+slug = "melissa-and-doug-wooden-toys"
+image = "/img/work_16x9.jpg"
+preview = "Reshaped Melissa & Doug's organic social program around creator-style content and higher-output production."
+tags = ["work", "social-media", "consumer-brands"]
+---
+
+*Role: Agency head of strategy*
+
+Led the organic social strategy for Melissa & Doug across Meta, TikTok, and Pinterest during a period of rapid platform change and declining paid support. The program shifted away from a model dependent on paid amplification and toward a creator-style content pipeline built around vertical video and higher publishing volume. By rethinking both the creative approach and the production workflow, the team more than doubled the brand's content output without increasing costs and generated more than twice the total engagement volume. The reporting framework developed for the program proved effective enough that its format was later adopted more broadly across the agency's social accounts.

blog/data/work-bak/society-of-st-vincent-de-paul-los-angeles.md

···
+---
+title = "Society of St. Vincent de Paul Los Angeles"
+slug = "society-of-st-vincent-de-paul-los-angeles"
+image = "/img/work_16x9.jpg"
+preview = "Led a strategic and creative refresh that reconnected thrift retail with the nonprofit's broader social impact."
+tags = ["work", "brand-strategy", "nonprofit"]
+---
+
+*Role: Agency head of strategy*
+
+Led the strategic and creative refresh for the largest Catholic charity in Los Angeles, reconnecting the organization's well-known thrift store network with the broader social services it funds. The project produced a modernized brand system, messaging framework, and visual toolkit designed to resonate with a younger and more secular audience while still respecting the institution's long history and donor base. The resulting platform clarified how everyday retail activity directly fuels charitable impact, giving the organization a clearer and more flexible way to communicate its mission across physical stores, digital channels, and fundraising materials.

blog/data/work-bak/the-music-center-of-los-angeles.md

···
+---
+title = "The Music Center of Los Angeles"
+slug = "the-music-center-of-los-angeles"
+image = "/img/work_16x9.jpg"
+preview = "Developed the strategic platform behind The Music Center's first major brand campaign in more than a decade."
+tags = ["work", "brand-strategy", "arts-marketing"]
+---
+
+*Role: Agency head of strategy*
+
+Developed the strategic platform behind The Music Center's first major brand campaign in more than a decade. The resulting "Be a Part of It" positioning reframed the institution not just as a venue but as a cultural hub connecting multiple performing arts organizations and original programming. The campaign spanned TV, CTV, outdoor, and digital media, balancing the need to reach younger and more diverse audiences while maintaining credibility with longtime arts patrons and donors. The platform continues to serve as an enduring creative territory for the institution's marketing efforts.

blog/data/work-bak/vaynermedia.md

···
+---
+title = "VaynerMedia"
+slug = "vaynermedia"
+image = "/img/work_16x9.jpg"
+preview = "Worked across global brand strategy, creative production, and integrated campaigns for clients including Budweiser and Mondelez."
+tags = ["work", "creative-strategy", "campaign-production"]
+---
+
+I was fortunate enough to be one of the early employees at VaynerMedia. During my time there, I went from being Gary Vaynerchuk's personal editor-in-chief to working on global brand strategy, large-scale creative production, and integrated campaign development for clients including Budweiser and Mondelez. Projects ranged from experiential work around Tomorrowland in Belgium and international product launches for Budweiser to television and digital campaigns for brands such as Sour Patch Kids, Swedish Fish, Wheat Thins, and belVita. The role involved moving fluidly between strategic frameworks, concept development, and production oversight, an experience that cemented a working style built around connecting creative ideas with the realities of how campaigns actually reach audiences.
+
+``` =html
+<div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/275883795?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Dating Profile :15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script>
+```
+
+``` =html
+<div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/270990299?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Triscuit_Toppingless_15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script>
+```
+
+``` =html
+<iframe width="560" height="315" src="https://www.youtube.com/embed/WVXW-mLmbfY?si=eDS2oBBZ4Q9E4N0t" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>
+```

blog/data/work-bak/wedderspoon-manuka-honey.md

···
+---
+title = "Wedderspoon Manuka Honey"
+slug = "wedderspoon-manuka-honey"
+image = "/img/work_16x9.jpg"
+preview = "Rebuilt Wedderspoon's paid media program into a revenue-positive growth engine anchored in category expansion."
+tags = ["work", "ecommerce", "brand-strategy"]
+---
+
+*Role: Agency head of strategy*
+
+Rebuilt Wedderspoon's paid media program from the ground up, combining creative experimentation with a lightweight statistical testing framework developed alongside the company's data science team. The approach focused on expanding awareness of Manuka honey as a category rather than competing in a crowded performance bidding war, allowing the program to become revenue-positive for the first time in the brand's history. Over the first two years online sales grew 92% and Amazon conversion rates increased by 30% despite Amazon never being directly managed as a channel. The work also helped shape the narrative used when positioning the brand to the investors who ultimately acquired the company.

blog/priv/blog/eat-an-elephant.html

···
 <!doctype html>
-<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>How You Eat An Elephant Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="How You Eat An Elephant" property="og:title"><meta content="This is the preview text for the post. It shouldn&#39;t be too long." property="og:description"><meta content="https://stunwin.com/img//img/project1.jpg" property="og:image"><meta content="https://stunwin.com/eat-an-elephant" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/work">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 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0.04042,0.120942 v 0.152479 0.152477 l -0.03347,0.08804 -0.03347,0.08805 -0.05693,0.275653 -0.05693,0.275651 2.11e-4,0.430246 2.12e-4,0.430243 0.04294,0.392646 0.04295,0.392647 -0.09189,0.200702 -0.09189,0.200702 -0.148688,0.0984 -0.148687,0.0984 -0.20136,0.01212 -0.2013595,0.01212 z"></path></svg></a><a class="icon" href="https://bsky.app/profile/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 600 530" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m135.72 44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 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It shouldn&#39;t be too long.</p></div><div class="project-card__media"><img alt="How You Eat An Elephant" class="project-card__img" src="/img/project1.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/blog.html">blog</a><a class="posttag" href="/tag/tag_one.html">tag_one</a><a class="posttag" href="/tag/tag_two.html">tag_two</a></div><div class="blog"><h1 id="This-is-the-title">This is the title</h1><p>this is the body copy</p><pre><code data-lang="text">this is a code snippet
+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>How You Eat An Elephant Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="How You Eat An Elephant" property="og:title"><meta content="This is the preview text for the post. 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It shouldn&#39;t be too long.</p></div><div class="project-card__media"><img alt="How You Eat An Elephant" class="project-card__img" src="/img/project1.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/blog.html">blog</a><a class="posttag" href="/tag/tag_one.html">tag_one</a><a class="posttag" href="/tag/tag_two.html">tag_two</a></div><div class="blog"><h1 id="This-is-the-title">This is the title</h1><p>this is the body copy</p><pre><code data-lang="text">this is a code snippet
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44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">How I Made This Blog</h2><p class="project-card__desc">CSS is not fun, but Gleam is</p></div><div class="project-card__media"><img alt="How I Made This Blog" class="project-card__img" src="/img/how-do-blog.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/blog.html">blog</a><a class="posttag" href="/tag/coding.html">coding</a><a class="posttag" href="/tag/gleam.html">gleam</a><a class="posttag" href="/tag/meta.html">meta</a></div><div class="blog"><h1 id="Doing-things-the-hard-way">Doing things the hard way</h1><p>A great man once said: &quot;why do something easily, when you can do it poorly?&quot;</p><p>I don&#39;t know who said that. Perhaps it&#39;s he&#39;s lost to time. I know it&#39;s a he. Be honest.</p><p>I wanted to build this site in gleam because I really genuinely enjoy writing gleam code, and the Lustre framework for building html pages is really a treat to work with. Interestingly enough, I suspect that my enthusiasm for Lustre, specifically, is a product of the fact that I have zero professional experience making websites. I showed some of the code to a very senior frontend developer friend of mine and he was horrified. More&#39;s the pity for him I suppose. I think this is nice:</p><pre><code data-lang="text">pub fn view(post: Post) {
+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>How I Made This Blog Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="How I Made This Blog" property="og:title"><meta content="CSS is not fun, but Gleam is" property="og:description"><meta content="https://stunwin.com/img//img/how-do-blog.jpg" property="og:image"><meta content="https://stunwin.com/how-do-blog" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg 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44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">How I Made This Blog</h2><p class="project-card__desc">CSS is not fun, but Gleam is</p></div><div class="project-card__media"><img alt="How I Made This Blog" class="project-card__img" src="/img/how-do-blog.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/blog.html">blog</a><a class="posttag" href="/tag/coding.html">coding</a><a class="posttag" href="/tag/gleam.html">gleam</a><a class="posttag" href="/tag/meta.html">meta</a></div><div class="blog"><h1 id="Doing-things-the-hard-way">Doing things the hard way</h1><p>A great man once said: &quot;why do something easily, when you can do it poorly?&quot;</p><p>I don&#39;t know who said that. Perhaps it&#39;s he&#39;s lost to time. I know it&#39;s a he. Be honest.</p><p>I wanted to build this site in gleam because I really genuinely enjoy writing gleam code, and the Lustre framework for building html pages is really a treat to work with. Interestingly enough, I suspect that my enthusiasm for Lustre, specifically, is a product of the fact that I have zero professional experience making websites. I showed some of the code to a very senior frontend developer friend of mine and he was horrified. More&#39;s the pity for him I suppose. I think this is nice:</p><pre><code data-lang="text">pub fn view(post: Post) {
   h.div([a.class(&quot;app-root&quot;)], [
     h.div([a.class(&quot;page-container&quot;)], [
       shared.head_tags(

blog/priv/blog/imax.html

···
+<!doctype html>
+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>IMAX Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="IMAX" property="og:title"><meta content="Built and scaled IMAX&#39;s first true performance media program across paid social, search, CTV, and digital audio." property="og:description"><meta content="https://stunwin.com/img//img/work_16x9.jpg" property="og:image"><meta content="https://stunwin.com/imax" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" 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xmlns="http://www.w3.org/2000/svg"><path d="m135.72 44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">IMAX</h2><p class="project-card__desc">Built and scaled IMAX&#39;s first true performance media program across paid social, search, CTV, and digital audio.</p></div><div class="project-card__media"><img alt="IMAX" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/work.html">work</a><a class="posttag" href="/tag/performance-marketing.html">performance-marketing</a><a class="posttag" href="/tag/entertainment.html">entertainment</a></div><div class="blog"><p><strong>Role: Agency head of strategy</strong></p><p>Built and ran IMAX&#39;s first true performance media program, integrating creative strategy, audience development, and cross-platform buying across paid social, search, CTV, and digital audio. What began as a small test program evolved into a scalable acquisition engine: by year two the work reduced CPA by 50% while increasing overall scale by more than 200%. Along the way the program established a durable first-party audience framework and a set of creative-to-media workflows that now support campaigns across multiple film releases and studio partners.</p></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 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+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>Independent Marketing Director / Consultant Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="Independent Marketing Director / Consultant" property="og:title"><meta content="Provided fractional marketing leadership for early-stage consumer brands building their first scalable growth systems." property="og:description"><meta content="https://stunwin.com/img//img/work_16x9.jpg" property="og:image"><meta content="https://stunwin.com/mercenary-work" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" 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building their first scalable growth systems.</p></div><div class="project-card__media"><img alt="Independent Marketing Director / Consultant" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/work.html">work</a><a class="posttag" href="/tag/consulting.html">consulting</a><a class="posttag" href="/tag/growth-marketing.html">growth-marketing</a></div><div class="blog"><p>Provided fractional marketing leadership for early-stage consumer brands, developing positioning, creative strategy, and paid media programs during formative growth stages. Work focused on translating founder vision into scalable acquisition frameworks, testing messaging, building early performance baselines, and establishing the first repeatable marketing systems.</p></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 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viewBox="0 0 600 530" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m135.72 44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Melissa &amp; Doug Wooden Toys</h2><p class="project-card__desc">Reshaped Melissa &amp; Doug&#39;s organic social program around creator-style content and higher-output production.</p></div><div class="project-card__media"><img alt="Melissa &amp; Doug Wooden Toys" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/work.html">work</a><a class="posttag" href="/tag/social-media.html">social-media</a><a class="posttag" href="/tag/consumer-brands.html">consumer-brands</a></div><div class="blog"><p><strong>Role: Agency head of strategy</strong></p><p>Led the organic social strategy for Melissa &amp; Doug across Meta, TikTok, and Pinterest during a period of rapid platform change and declining paid support. The program shifted away from a model dependent on paid amplification and toward a creator-style content pipeline built around vertical video and higher publishing volume. By rethinking both the creative approach and the production workflow, the team more than doubled the brand&#39;s content output without increasing costs and generated more than twice the total engagement volume. The reporting framework developed for the program proved effective enough that its format was later adopted more broadly across the agency&#39;s social accounts.</p></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 -0.141982,0.161297 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class="svgicon" fill="currentColor" height="24px" viewBox="0 0 600 530" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m135.72 44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Society of St. Vincent de Paul Los Angeles</h2><p class="project-card__desc">Led a strategic and creative refresh that reconnected thrift retail with the nonprofit&#39;s broader social impact.</p></div><div class="project-card__media"><img alt="Society of St. Vincent de Paul Los Angeles" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/work.html">work</a><a class="posttag" href="/tag/brand-strategy.html">brand-strategy</a><a class="posttag" href="/tag/nonprofit.html">nonprofit</a></div><div class="blog"><p><strong>Role: Agency head of strategy</strong></p><p>Led the strategic and creative refresh for the largest Catholic charity in Los Angeles, reconnecting the organization&#39;s well-known thrift store network with the broader social services it funds. The project produced a modernized brand system, messaging framework, and visual toolkit designed to resonate with a younger and more secular audience while still respecting the institution&#39;s long history and donor base. The resulting platform clarified how everyday retail activity directly fuels charitable impact, giving the organization a clearer and more flexible way to communicate its mission across physical stores, digital channels, and fundraising materials.</p></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 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viewBox="0 0 600 530" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m135.72 44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">The Music Center of Los Angeles</h2><p class="project-card__desc">Developed the strategic platform behind The Music Center&#39;s first major brand campaign in more than a decade.</p></div><div class="project-card__media"><img alt="The Music Center of Los Angeles" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/work.html">work</a><a class="posttag" href="/tag/brand-strategy.html">brand-strategy</a><a class="posttag" href="/tag/arts-marketing.html">arts-marketing</a></div><div class="blog"><p><strong>Role: Agency head of strategy</strong></p><p>Developed the strategic platform behind The Music Center&#39;s first major brand campaign in more than a decade. The resulting &quot;Be a Part of It&quot; positioning reframed the institution not just as a venue but as a cultural hub connecting multiple performing arts organizations and original programming. The campaign spanned TV, CTV, outdoor, and digital media, balancing the need to reach younger and more diverse audiences while maintaining credibility with longtime arts patrons and donors. The platform continues to serve as an enduring creative territory for the institution&#39;s marketing efforts.</p></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 -0.141982,0.161297 -0.14198,0.1613 -0.22313,0.21426 -0.223132,0.214264 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+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>VaynerMedia Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="VaynerMedia" property="og:title"><meta content="Worked across global brand strategy, creative production, and integrated campaigns for clients including Budweiser and Mondelez." property="og:description"><meta content="https://stunwin.com/img//img/work_16x9.jpg" property="og:image"><meta content="https://stunwin.com/vaynermedia" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a 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width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m135.72 44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">VaynerMedia</h2><p class="project-card__desc">Worked across global brand strategy, creative production, and integrated campaigns for clients including Budweiser and Mondelez.</p></div><div class="project-card__media"><img alt="VaynerMedia" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/work.html">work</a><a class="posttag" href="/tag/creative-strategy.html">creative-strategy</a><a class="posttag" href="/tag/campaign-production.html">campaign-production</a></div><div class="blog"><p>I was fortunate enough to be one of the early employees at VaynerMedia. During my time there, I went from being Gary Vaynerchuk&#39;s personal editor-in-chief to working on global brand strategy, large-scale creative production, and integrated campaign development for clients including Budweiser and Mondelez. Projects ranged from experiential work around Tomorrowland in Belgium and international product launches for Budweiser to television and digital campaigns for brands such as Sour Patch Kids, Swedish Fish, Wheat Thins, and belVita. The role involved moving fluidly between strategic frameworks, concept development, and production oversight, an experience that cemented a working style built around connecting creative ideas with the realities of how campaigns actually reach audiences.</p><div><div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/275883795?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Dating Profile :15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script></div><div><div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/270990299?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; 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href="/tag/blog.html">blog</a></div><div class="blog"><h1 id="TREES-Did-i-scare-you">TREES! Did i scare you?</h1><p>a pothos mugged me once</p><pre><code data-lang="text">case plant {
+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>What if Plants Were More Violent? 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148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">What if Plants Were More Violent?</h2><p class="project-card__desc">I think trees should do crimes, but hear me out...</p></div><div class="project-card__media"><img alt="What if Plants Were More Violent?" class="project-card__img" src="violent_header.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/tag_three.html">tag_three</a><a class="posttag" href="/tag/tag_two.html">tag_two</a><a class="posttag" href="/tag/blog.html">blog</a></div><div class="blog"><h1 id="TREES-Did-i-scare-you">TREES! Did i scare you?</h1><p>a pothos mugged me once</p><pre><code data-lang="text">case plant {
 Small -&gt; fight()
 Big -&gt; run()
 }

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viewBox="0 0 600 530" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m135.72 44.03c66.496 49.921 138.02 151.14 164.28 205.46 26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Wedderspoon Manuka Honey</h2><p class="project-card__desc">Rebuilt Wedderspoon&#39;s paid media program into a revenue-positive growth engine anchored in category expansion.</p></div><div class="project-card__media"><img alt="Wedderspoon Manuka Honey" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"><a class="posttag" href="/tag/work.html">work</a><a class="posttag" href="/tag/ecommerce.html">ecommerce</a><a class="posttag" href="/tag/brand-strategy.html">brand-strategy</a></div><div class="blog"><p><strong>Role: Agency head of strategy</strong></p><p>Rebuilt Wedderspoon&#39;s paid media program from the ground up, combining creative experimentation with a lightweight statistical testing framework developed alongside the company&#39;s data science team. The approach focused on expanding awareness of Manuka honey as a category rather than competing in a crowded performance bidding war, allowing the program to become revenue-positive for the first time in the brand&#39;s history. Over the first two years online sales grew 92% and Amazon conversion rates increased by 30% despite Amazon never being directly managed as a channel. The work also helped shape the narrative used when positioning the brand to the investors who ultimately acquired the company.</p></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 -0.141982,0.161297 -0.14198,0.1613 -0.22313,0.21426 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It shouldn&#39;t be too long.</p></div><div class="project-card__media"><img alt="How You Eat An Elephant" class="project-card__img" src="/img/project1.jpg"></div></div></a><a class="link-unstyled" href="/blog/how-do-blog.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">How I Made This Blog</h2><p class="project-card__desc">CSS is not fun, but Gleam is</p></div><div class="project-card__media"><img alt="How I Made This Blog" class="project-card__img" src="/img/how-do-blog.jpg"></div></div></a><a class="link-unstyled" href="/blog/violent-orchids.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">What if Plants Were More Violent?</h2><p class="project-card__desc">I think trees should do crimes, but hear me out...</p></div><div class="project-card__media"><img alt="What if Plants Were More Violent?" class="project-card__img" src="violent_header.jpg"></div></div></a></div><footer 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impact.</p></div><div class="project-card__media"><img alt="Society of St. Vincent de Paul Los Angeles" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/tmc.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">The Music Center of Los Angeles</h2><p class="project-card__desc">Developed the strategic platform behind The Music Center&#39;s first major brand campaign in more than a decade.</p></div><div class="project-card__media"><img alt="The Music Center of Los Angeles" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/wedderspoon.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Wedderspoon Manuka Honey</h2><p class="project-card__desc">Rebuilt Wedderspoon&#39;s paid media program into a revenue-positive growth engine anchored in category expansion.</p></div><div 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+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>coding Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="coding" property="og:title"><meta content="posts with the tagcoding" property="og:description"><meta content="https://stunwin.com/img/" property="og:image"><meta content="https://stunwin.com//tag/coding" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" 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production.</p></div><div class="project-card__media"><img alt="Melissa &amp; Doug Wooden Toys" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 -0.141982,0.161297 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growth systems.</p></div><div class="project-card__media"><img alt="Independent Marketing Director / Consultant" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 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+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>performance-marketing Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="performance-marketing" property="og:title"><meta content="posts with the tagperformance-marketing" property="og:description"><meta content="https://stunwin.com/img/" property="og:image"><meta content="https://stunwin.com//tag/performance-marketing" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg 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-<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>tag_one Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="tag_one" property="og:title"><meta content="posts with the tagtag_one" property="og:description"><meta content="https://stunwin.com/img/" property="og:image"><meta content="https://stunwin.com//tag/tag_one" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/work">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" 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It shouldn&#39;t be too long.</p></div><div class="project-card__media"><img alt="How You Eat An Elephant" class="project-card__img" src="/img/project1.jpg"></div></div></a></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 -0.141982,0.161297 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+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>tag_one Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="tag_one" property="og:title"><meta content="posts with the tagtag_one" property="og:description"><meta content="https://stunwin.com/img/" property="og:image"><meta content="https://stunwin.com//tag/tag_one" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" 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src="violent_header.jpg"></div></div></a></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 -0.141982,0.161297 -0.14198,0.1613 -0.22313,0.21426 -0.223132,0.214264 -0.186025,0.146053 -0.186023,0.14605 -0.252501,0.163342 -0.252502,0.163342 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26.262-54.316 97.782-155.54 164.28-205.46 47.98-36.021 125.72-63.892 125.72 24.795 0 17.712-10.155 148.79-16.111 170.07-20.703 73.984-96.144 92.854-163.25 81.433 117.3 19.964 147.14 86.092 82.697 152.22-122.39 125.59-175.91-31.511-189.63-71.766-2.514-7.3797-3.6904-10.832-3.7077-7.8964-0.0174-2.9357-1.1937 0.51669-3.7077 7.8964-13.714 40.255-67.233 197.36-189.63 71.766-64.444-66.128-34.605-132.26 82.697-152.22-67.108 11.421-142.55-7.4491-163.25-81.433-5.9562-21.282-16.111-152.36-16.111-170.07 0-88.687 77.742-60.816 125.72-24.795z"></path></svg></a></div></div></div><h2>#tag_three</h2><div class="project-array"><a class="link-unstyled" href="/blog/violent-orchids.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">What if Plants Were More Violent?</h2><p class="project-card__desc">I think trees should do crimes, but hear me out...</p></div><div class="project-card__media"><img alt="What if Plants Were More Violent?" class="project-card__img" src="violent_header.jpg"></div></div></a></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 -0.202008,-0.01048 -0.275736,-0.02601 -0.275734,-0.02602 v -0.02649 -0.02648 l -0.204577,-0.04019 -0.204578,-0.04019 -0.167616,-0.08035 -0.167617,-0.08035 -0.0014,-0.04137 -0.0014,-0.04137 -0.266473,-0.143735 -0.266475,-0.143735 -0.276098,-0.20335 -0.2761,-0.203347 -0.262064,-0.251949 -0.262064,-0.25195 -0.22095,-0.284628 -0.220948,-0.284629 -0.170253,-0.284631 -0.170252,-0.284628 -0.01341,-0.0144 -0.0134,-0.0144 -0.141982,0.161297 -0.14198,0.1613 -0.22313,0.21426 -0.223132,0.214264 -0.186025,0.146053 -0.186023,0.14605 -0.252501,0.163342 -0.252502,0.163342 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-<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>tag_two Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="tag_two" property="og:title"><meta content="posts with the tagtag_two" property="og:description"><meta content="https://stunwin.com/img/" property="og:image"><meta content="https://stunwin.com//tag/tag_two" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/work">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" 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It shouldn&#39;t be too long.</p></div><div class="project-card__media"><img alt="How You Eat An Elephant" class="project-card__img" src="/img/project1.jpg"></div></div></a><a class="link-unstyled" href="/blog/violent-orchids.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">What if Plants Were More Violent?</h2><p class="project-card__desc">I think trees should do crimes, but hear me out...</p></div><div class="project-card__media"><img alt="What if Plants Were More Violent?" class="project-card__img" src="violent_header.jpg"></div></div></a></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 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+<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>tag_two Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="tag_two" property="og:title"><meta content="posts with the tagtag_two" property="og:description"><meta content="https://stunwin.com/img/" property="og:image"><meta content="https://stunwin.com//tag/tag_two" property="og:url"></head><div class="header-row link-unstyled"><h1 class="site-title"><a href="/">stunwin</a></h1><div class="nav-links"><nav class="word-links"><a class="nav-link" href="#">About</a><a class="nav-link" href="/tag/work.html">Work</a><a class="nav-link" href="/tag/blog.html">Blog</a></nav><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" 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src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/svdpla.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Society of St. Vincent de Paul Los Angeles</h2><p class="project-card__desc">Led a strategic and creative refresh that reconnected thrift retail with the nonprofit&#39;s broader social impact.</p></div><div class="project-card__media"><img alt="Society of St. Vincent de Paul Los Angeles" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/tmc.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">The Music Center of Los Angeles</h2><p class="project-card__desc">Developed the strategic platform behind The Music Center&#39;s first major brand campaign in more than a decade.</p></div><div class="project-card__media"><img alt="The Music Center of Los Angeles" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/mnd.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Melissa &amp; Doug Wooden Toys</h2><p class="project-card__desc">Reshaped Melissa &amp; Doug&#39;s organic social program around creator-style content and higher-output production.</p></div><div class="project-card__media"><img alt="Melissa &amp; Doug Wooden Toys" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/wedderspoon.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Wedderspoon Manuka Honey</h2><p class="project-card__desc">Rebuilt Wedderspoon&#39;s paid media program into a revenue-positive growth engine anchored in category expansion.</p></div><div class="project-card__media"><img alt="Wedderspoon Manuka Honey" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/mercenary-work.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">Independent Marketing Director / Consultant</h2><p class="project-card__desc">Provided fractional marketing leadership for early-stage consumer brands building their first scalable growth systems.</p></div><div class="project-card__media"><img alt="Independent Marketing Director / Consultant" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a><a class="link-unstyled" href="/blog/vaynermedia.html"><div class="project-card"><div class="project-card__copy"><h2 class="project-card__title">VaynerMedia</h2><p class="project-card__desc">Worked across global brand strategy, creative production, and integrated campaigns for clients including Budweiser and Mondelez.</p></div><div class="project-card__media"><img alt="VaynerMedia" class="project-card__img" src="/img/work_16x9.jpg"></div></div></a></div><footer class="header-row"><hr style="width:100%;"><div 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-<html><body><!-- lustre:map --><div class="app-root"><div class="page-container"><head><meta charset="utf-8"><meta content="width=device-width, initial-scale=1" name="viewport"><title>Work Stunwin dot com</title><link href="/css/index.css" rel="stylesheet"><meta content="Stunwin dot com" property="og:site_name"><meta content="Work" property="og:title"><meta content="I&#39;ve got a decade and a half of experience doing creative, media, strategy, and business development. 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From ecomm to entertainment, I&#39;ve seen it and done it.</p></div><div class="project-card__media"><img alt="Work" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"></div><div class="blog"><h2 id="Selected-work">Selected work</h2><blockquote><p>&quot;Steve is like someone who has been bred in a lab to be a high-value marketing operator in today&#39;s world&quot;</p></blockquote><h3 id="IMAX">IMAX</h3><p><strong>Role: Agency head of strategy</strong></p><p>Built and ran IMAX’s first true performance media program, integrating creative strategy, audience development, and cross-platform buying across paid social, search, CTV, and digital audio. What began as a small test program evolved into a scalable acquisition engine: by year two the work reduced CPA by 50% while increasing overall scale by more than 200%. Along the way the program established a durable first-party audience framework and a set of creative-to-media workflows that now support campaigns across multiple film releases and studio partners.</p><h3 id="Wedderspoon-Manuka-Honey">Wedderspoon Manuka Honey</h3><p><strong>Role: Agency head of strategy</strong></p><p>Rebuilt Wedderspoon’s paid media program from the ground up, combining creative experimentation with a lightweight statistical testing framework developed alongside the company’s data science team. The approach focused on expanding awareness of Manuka honey as a category rather than competing in a crowded performance bidding war, allowing the program to become revenue-positive for the first time in the brand’s history. Over the first two years online sales grew 92% and Amazon conversion rates increased by 30%—despite Amazon never being directly managed as a channel. The work also helped shape the narrative used when positioning the brand to the investors who ultimately acquired the company.</p><h3 id="Society-of-St.-Vincent-de-Paul-Los-Angeles">Society of St. Vincent de Paul Los Angeles</h3><p><strong>Role: Agency head of strategy</strong></p><p>Led the strategic and creative refresh for the largest Catholic charity in Los Angeles, reconnecting the organization’s well-known thrift store network with the broader social services it funds. The project produced a modernized brand system, messaging framework, and visual toolkit designed to resonate with a younger and more secular audience while still respecting the institution’s long history and donor base. The resulting platform clarified how everyday retail activity directly fuels charitable impact, giving the organization a clearer and more flexible way to communicate its mission across physical stores, digital channels, and fundraising materials.</p><h3 id="The-Music-Center-of-Los-Angeles">The Music Center of Los Angeles</h3><p><strong>Role: Agency head of strategy</strong></p><p>Developed the strategic platform behind The Music Center’s first major brand campaign in more than a decade. The resulting “Be a Part of It” positioning reframed the institution not just as a venue but as a cultural hub connecting multiple performing arts organizations and original programming. The campaign spanned TV, CTV, outdoor, and digital media, balancing the need to reach younger and more diverse audiences while maintaining credibility with longtime arts patrons and donors. The platform continues to serve as an enduring creative territory for the institution’s marketing efforts.</p><h3 id="Melissa-&amp;-Doug-Wooden-Toys">Melissa &amp; Doug Wooden Toys</h3><p><strong>Role: Agency head of strategy</strong></p><p>Led the organic social strategy for Melissa &amp; Doug across Meta, TikTok, and Pinterest during a period of rapid platform change and declining paid support. The program shifted away from a model dependent on paid amplification and toward a creator-style content pipeline built around vertical video and higher publishing volume. By rethinking both the creative approach and the production workflow, the team more than doubled the brand’s content output without increasing costs and generated more than twice the total engagement volume. The reporting framework developed for the program proved effective enough that its format was later adopted more broadly across the agency’s social accounts.</p><h3 id="Independent-Marketing-Director-/-Consultant">Independent Marketing Director / Consultant</h3><p>Provided fractional marketing leadership for early-stage consumer brands, developing positioning, creative strategy, and paid media programs during formative growth stages. Work focused on translating founder vision into scalable acquisition frameworks, testing messaging, building early performance baselines, and establishing the first repeatable marketing systems.</p><h3 id="VaynerMedia-(Selected-Work)">VaynerMedia (Selected Work)</h3><p>I was fortunate enough to be one of the early employees at VaynerMedia. During my time there, I went from being Gary Vaynerchuk&#39;s personal editor-in-cheif, to on global brand strategy, large-scale creative production, and integrated campaign development for clients including Budweiser and Mondelez. Projects ranged from experiential work around Tomorrowland in Belgium and international product launches for Budweiser to television and digital campaigns for brands such as Sour Patch Kids, Swedish Fish, Wheat Thins, and belVita. The role involved moving fluidly between strategic frameworks, concept development, and production oversight—an experience that cemented a working style built around connecting creative ideas with the realities of how campaigns actually reach audiences.</p><div><div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/275883795?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Dating Profile :15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script></div><div><div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/270990299?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Triscuit_Toppingless_15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script></div><div><iframe width="560" height="315" src="https://www.youtube.com/embed/WVXW-mLmbfY?si=eDS2oBBZ4Q9E4N0t" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe></div></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 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From ecomm to entertainment, I&#39;ve seen it and done it.</p></div><div class="project-card__media"><img alt="Work" class="project-card__img" src="/img/work_16x9.jpg"></div></div><div class="tagcloud"></div><div class="blog"><h2 id="Selected-work">Selected work</h2><blockquote><p>&quot;Steve is like someone who has been bred in a lab to be a high-value marketing operator in today&#39;s world&quot;</p></blockquote><h3 id="IMAX">IMAX</h3><p><strong>Role: Agency head of strategy</strong></p><p>Built and ran IMAX’s first true performance media program, integrating creative strategy, audience development, and cross-platform buying across paid social, search, CTV, and digital audio. What began as a small test program evolved into a scalable acquisition engine: by year two the work reduced CPA by 50% while increasing overall scale by more than 200%. Along the way the program established a durable first-party audience framework and a set of creative-to-media workflows that now support campaigns across multiple film releases and studio partners.</p><h3 id="Wedderspoon-Manuka-Honey">Wedderspoon Manuka Honey</h3><p><strong>Role: Agency head of strategy</strong></p><p>Rebuilt Wedderspoon’s paid media program from the ground up, combining creative experimentation with a lightweight statistical testing framework developed alongside the company’s data science team. The approach focused on expanding awareness of Manuka honey as a category rather than competing in a crowded performance bidding war, allowing the program to become revenue-positive for the first time in the brand’s history. Over the first two years online sales grew 92% and Amazon conversion rates increased by 30%—despite Amazon never being directly managed as a channel. The work also helped shape the narrative used when positioning the brand to the investors who ultimately acquired the company.</p><h3 id="Society-of-St.-Vincent-de-Paul-Los-Angeles">Society of St. Vincent de Paul Los Angeles</h3><p><strong>Role: Agency head of strategy</strong></p><p>Led the strategic and creative refresh for the largest Catholic charity in Los Angeles, reconnecting the organization’s well-known thrift store network with the broader social services it funds. The project produced a modernized brand system, messaging framework, and visual toolkit designed to resonate with a younger and more secular audience while still respecting the institution’s long history and donor base. The resulting platform clarified how everyday retail activity directly fuels charitable impact, giving the organization a clearer and more flexible way to communicate its mission across physical stores, digital channels, and fundraising materials.</p><h3 id="The-Music-Center-of-Los-Angeles">The Music Center of Los Angeles</h3><p><strong>Role: Agency head of strategy</strong></p><p>Developed the strategic platform behind The Music Center’s first major brand campaign in more than a decade. The resulting “Be a Part of It” positioning reframed the institution not just as a venue but as a cultural hub connecting multiple performing arts organizations and original programming. The campaign spanned TV, CTV, outdoor, and digital media, balancing the need to reach younger and more diverse audiences while maintaining credibility with longtime arts patrons and donors. The platform continues to serve as an enduring creative territory for the institution’s marketing efforts.</p><h3 id="Melissa-&amp;-Doug-Wooden-Toys">Melissa &amp; Doug Wooden Toys</h3><p><strong>Role: Agency head of strategy</strong></p><p>Led the organic social strategy for Melissa &amp; Doug across Meta, TikTok, and Pinterest during a period of rapid platform change and declining paid support. The program shifted away from a model dependent on paid amplification and toward a creator-style content pipeline built around vertical video and higher publishing volume. By rethinking both the creative approach and the production workflow, the team more than doubled the brand’s content output without increasing costs and generated more than twice the total engagement volume. The reporting framework developed for the program proved effective enough that its format was later adopted more broadly across the agency’s social accounts.</p><h3 id="Independent-Marketing-Director-/-Consultant">Independent Marketing Director / Consultant</h3><p>Provided fractional marketing leadership for early-stage consumer brands, developing positioning, creative strategy, and paid media programs during formative growth stages. Work focused on translating founder vision into scalable acquisition frameworks, testing messaging, building early performance baselines, and establishing the first repeatable marketing systems.</p><h3 id="VaynerMedia-(Selected-Work)">VaynerMedia (Selected Work)</h3><p>I was fortunate enough to be one of the early employees at VaynerMedia. During my time there, I went from being Gary Vaynerchuk&#39;s personal editor-in-cheif, to on global brand strategy, large-scale creative production, and integrated campaign development for clients including Budweiser and Mondelez. Projects ranged from experiential work around Tomorrowland in Belgium and international product launches for Budweiser to television and digital campaigns for brands such as Sour Patch Kids, Swedish Fish, Wheat Thins, and belVita. The role involved moving fluidly between strategic frameworks, concept development, and production oversight—an experience that cemented a working style built around connecting creative ideas with the realities of how campaigns actually reach audiences.</p><div><div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/275883795?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Dating Profile :15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script></div><div><div style="padding:56.25% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/270990299?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Triscuit_Toppingless_15"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script></div><div><iframe width="560" height="315" src="https://www.youtube.com/embed/WVXW-mLmbfY?si=eDS2oBBZ4Q9E4N0t" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe></div></div><footer class="header-row"><hr style="width:100%;"><div class="icon-links"><a class="icon" href="https://tangled.org/stunwin.com" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" class="svgicon" fill="currentColor" height="24px" viewBox="0 0 24.122343 23.274094" width="24px" xmlns="http://www.w3.org/2000/svg"><path d="m 16.348974,24.09935 -0.06485,-0.03766 -0.202005,-0.0106 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blog/src/build.gleam

···
     posts.all()
     |> dict.from_list
 
+  let blog_posts_only = posts.filtered_posts(posts, "blog")
+
   let all_tags = feeds.build_tag_post_sets(posts, None)
 
   let workpage = posts.build_post("data/pages/work.md")
 
   let build =
     ssg.new("./priv")
-    |> ssg.add_static_route("/", index.view(posts))
+    |> ssg.add_static_route("/", index.view(blog_posts_only))
     |> ssg.add_static_route("/work", post.view(workpage.1))
     |> ssg.add_static_dir("assets")
     |> ssg.add_dynamic_route("/blog", posts, post.view)

blog/src/posts.gleam

···
+import gleam/dict
+import gleam/int
 import gleam/list
 import gleam/result
 import lustre/ssg/djot
···
     preview: String,
     content: String,
     tags: List(String),
+    time: Int,
   )
 }
 
···
   let assert Ok(toml) = djot.metadata(file)
 
   let meta_fields =
-    ["title", "slug", "image", "preview"]
+    ["title", "slug", "image", "preview", "time"]
     |> list.map(fn(field) {
       let assert Ok(val) = tom.get_string(toml, [field])
       #(field, val)
···
 
   let p =
     Post(
+      // TODO: unwrap hell. 
       title: list.key_find(meta_fields, "title") |> result.unwrap("title error"),
       slug: list.key_find(meta_fields, "slug") |> result.unwrap("slug error"),
       image: list.key_find(meta_fields, "image") |> result.unwrap("image error"),
···
         |> result.unwrap("preview error"),
       content: content,
       tags: tags,
+      time: list.key_find(meta_fields, "time")
+        |> result.unwrap("time error")
+        |> int.parse
+        |> result.unwrap(000),
     )
 
   #(p.slug, p)
 }
+
+pub fn filtered_posts(
+  post_list: dict.Dict(String, Post),
+  target_tag: String,
+) -> dict.Dict(String, Post) {
+  post_list
+  |> dict.filter(fn(_k, v) { list.contains(v.tags, target_tag) })
+}

blog/src/views/shared.gleam

···
 import gleam/dict
+import gleam/int
 import gleam/list
 import gleam/option.{None}
 import gleam/uri
···
   h.div([a.class("nav-links")], [
     h.nav([a.class("word-links")], [
       nav_link("About", "#"),
-      nav_link("Work", "/work"),
+      nav_link("Work", "/tag/work.html"),
       nav_link("Blog", "/tag/blog.html"),
     ]),
     h.div([a.class("icon-links")], [svg.icon("tangled"), svg.icon("bluesky")]),
···
 }
 
 pub fn card_array(projects: dict.Dict(String, Post)) {
-  let postlist = projects |> dict.to_list
+  let postlist =
+    projects
+    |> dict.to_list
+    |> list.sort(fn(a, b) { int.compare({ a.1 }.time, { b.1 }.time) })
+    |> list.reverse
   h.div([a.class("project-array")], list.map(postlist, linked_project_card))
 }