About

I build AI products end to end, from the model to the market. Right now that's hey anna, an analyst that connects your tools, runs the stats, and tells you why your numbers moved.

I've spent more than a decade getting to that sentence. I sold travel at Flight Centre, ran product and data at Luxury Escapes, and led product and AI at Brand Ninja, where I repositioned a $29 consumer tool into a $1M ARR enterprise business. Along the way I designed an LLM pricing model at VicRoads that is now rolling out state-wide to 6M+ drivers. I trained as an econometrician and I code, because the fastest way to find out whether an idea works is to build a thin version and watch where it strains.

I write here about what I learn doing the work: how AI products get made, the business around them, and the problems worth solving. Each one makes an argument, grounded in practice.