One person. Five departments. Nice to meet you.
You can hire 5 people, or you can hire me. I'm like a Swiss Army Knife named Michael.
Hey, I’m Michael. I live in the USA with my wife Kristy, two kids, and some very opinionated chickens. I sleep about three hours a night (don’t worry, I’ve always been like this) and ship production systems for a living. If you’re here, you’re probably tired of coordinating between a bunch of vendors who don’t talk to each other. I get it.
I’m a design and dev hybrid. Five hats in one head: strategy, brand, design, dev, marketing. Twenty years deep on the design side. Most teams need four or five people to cover what I cover for startups. I have 10/10 ADHD, five 4K screens, a $200 Claude Code subscription, and an advanced AI Furby running the backend.
The path: started as a graphic designer in the early 2000s and never stopped designing. Picked up code along the way, then brand strategy, then the dev and marketing layers underneath. Ran marketing at Tradefull for a few years. Founded Bloom in 2019, a cannabis POS, and ran it as CEO until 2022 when I shut it down after the product-market fit didn’t show up at scale. Solo consulting filled the years between full-time engagements. Most recently I spent a year as Creative Director at iSleep, a healthcare DTC company, running all five disciplines across two related brands. That ended May 2026.
The real benefit for you isn’t that I’m fast, though I am. It’s that the brand decisions and the tracking decisions and the copy decisions are all one person’s decisions, which means they actually agree with each other. That’s a genuinely weird thing to be able to say.
Now I run the independent practice full-time under the Berserk brand. Four to five fractional retainers at a time for DTC brands and healthcare companies that need a senior creative who can also ship the code. Building Hearthlight on the side, a Next.js 16 meal-planning SaaS with three production AI agents.
If you’ve got a problem that’s been sitting in a Slack channel for six months because nobody owns the whole picture, that’s exactly the kind of thing I’m built for. Drop me a line. I reply to everything.
The actual surface area.
Years in each discipline, with the work that grounds the count. If you want a specific case study tied to any of these, the writing archive and case studies cover the receipts.
5+ years
Server-side measurement
Meta CAPI, GA4 server-side, Stape, GTM Server Container, dedup and consent mode v2. Multi-year ownership at iSleep.
5+ years
Programmatic SEO + content ops
Cluster strategy, schema markup, MDX as a CMS, BigQuery analytics for content performance
5+ years
Shopify Plus + DTC stack
Theme development, Klaviyo lifecycle, Stripe, checkout extensibility, Shopify Functions
8+ years
Cloud and ops engineering
AWS Lambda, S3, Salesforce Health Cloud integration estate. iSleep-scale healthcare engagement.
10+ years
Brand and creative direction
Art direction, type systems, voice design, campaign creative for DTC and B2B. Creative Director at iSleep.
3+ years
Healthcare engineering
HIPAA-aware Next.js with audit logging, regulated-environment compliance work for healthcare DTC
1+ year (current)
AI agent engineering
Claude Code sub-agents, multi-agent orchestration, MCP servers, skills
That’s a lot. Anyway.
2025–2026Creative Director at iSleep, healthcare DTC. Brand, theme, tracking, analytics, CRM, and the compliant backend behind all of it.
2019–2022Founder and CEO at Bloom, a cannabis POS startup. Built the brand, the product, and the operations from zero.
EarlierDirector of marketing at Tradefull, a B2B ecommerce logistics company. Multi-year tenure across acquisition, lifecycle, and the technical layer underneath both.
“Five hats, one head. I get why that sounds weird. It works for me though.”