The person behind the naming conventions.

I’m Daniel. I’ve spent the last decade running marketing technology — as a specialist, then a consultant, then leading teams and owning platforms for companies where the database has more records than my country has people.

The career path, compressed: I started building campaigns in Marketo and HubSpot, moved into consulting where I inherited a new mystery instance every few months (formative; see: the haunted house essay), led a marketing automation function through a high-growth phase and two greenfield builds, ran the global martech stack for a regulated fintech — a CDP doing a hundred million events a month, which I can now say calmly — and today I lead Salesforce marketing and ecommerce product work at a global company. Somewhere along the way I also built Avego Digital, a marketing operations agency.

What you should know about how I work: I read the documentation. I make plans, and plans for the plans. I believe writing things down is a moral act, because I’ve been the next admin too many times to inflict the alternative on anyone else. And I find genuine, unironic joy in a tidy folder structure — a sentence I’ve decided to stop being embarrassed about.

Outside the stack: I spend my time with my son, constantly amazed as he discovers virtually everything for the first time. My wife is my partner in crime in everything I do — if you’re cool, you might get to meet her. Might get a Scout Bobber one day.

If you want the formal version: LinkedIn. If you want the informal version, the writing is right there.