For twenty years I ran businesses before I architected AI for them. At The Music Shop I advanced from the floor to Senior Director, General Manager, and VP of Sales — owning revenue, staffing, budgets, vendor relationships, and customer experience in a relationship-driven, multi-generational organisation. Alongside it I built and still operate Droma Music, my own production and entertainment company. Both taught the same lesson: technology only matters once people actually use it.
That operating background is the reason I approach applied AI the way I do. I have sat on the other side of the table as the executive being sold to, and I have been the person responsible when a new system did not work on a Monday morning. So I start with the business problem and the existing process, name the limitations and the costs honestly, and design for the day the system fails rather than the day it demos well.
As Founder and Principal Applied AI Architect of AI By Your Side, I work across the full span — business discovery through technical implementation — because the interesting problems live where those two meet. I run the discovery and the architecture, and I write and ship the systems.
How the work runs
- Business problem→
- Workflow→
- Architecture→
- Implementation→
- Controls→
- Adoption
The combination is deliberate, and it is uncommon: most people who can run the executive conversation cannot build the system, and most people who can build the system have never carried a P&L. I do both, which means the architecture reflects how the business actually works and the executive conversation reflects what the technology can actually do.
Education
Bachelor of Science, Music Technology
Northeastern University · Cum Laude
Continuing applied-AI development through production builds across agent systems, LLM application patterns, context engineering, cloud integration, evaluation, security, and AI operating-model design.