The name MK2 is personal. K2 — the world’s second-highest mountain — is in Pakistan, where I grew up. It’s long been on my bucket list to hike it one day. To me, K2 represents the kind of challenge I thrive on: steep, complex, and demanding clarity, preparation, and endurance. Media today often feels like that mountain — hard to scale, full of blind spots, and always shifting. But with the right plan, you can climb it.

My approach blends strategy with execution — from designing data ecosystems that bring clarity, to shaping marketing operations that actually work. I believe great marketing comes from tight feedback loops, clean data, and teams that are empowered to act.

Outside of work, I live for an active, healthy lifestyle. I love to downhill ski, cross-country ski, bike, and mountain bike — and I’m always up for a good trail. I’m also a proud dad of two incredible adult kids: my son recently completed his master’s in computer science and engineering, and my daughter is studying biomedical engineering.