I Came from Entertainment. Here's Why I Went All In on Social Commerce.

My background isn't in e-commerce. I spent years in media and entertainment. I managed global campaigns at Roc Nation. I helped build Scoreboard Sundays into one of the biggest cultural events in LA. My world was creators, artists, community, and figuring out how to get the right people in the right room. So when people ask me how I ended up co-founding a social commerce company, the honest answer is that I didn't make as big a leap as it sounds.

What entertainment taught me about selling

In entertainment, everything runs on relationships. You don't close a deal by sending a cold deck. You close it because you've been in the room, you've built trust, and people know what you bring. The creators I've worked with understand this instinctively. Their audience buys from them because of the relationship, not because of a product listing. That's the same dynamic that's now driving social commerce, and most e-commerce companies have no idea how to replicate it.

Creators are the new storefront

The creators I know don't think of themselves as salespeople. But when they recommend a product on a live stream and thousands of people buy it in an hour, that's exactly what they are. The difference is that their selling power comes from authenticity and community, not ad spend. I watched this happen over and over in the creator world before most brands caught on. A single TikTok from the right creator moves more product than a six-figure paid campaign. And it happens because the audience trusts the person, not the brand.

The gap I kept seeing

Here's what frustrated me. A creator would go live, drive massive engagement, and send thousands of potential customers toward a brand. Then nothing. The brand didn't respond to the DMs. They didn't follow up with the people who commented asking about sizing. All that energy and intent just evaporated. I saw it happen with brands I was connected to, and it drove me crazy. The demand generation was working. The capture was completely broken.

Why I co-founded GrowthSync

Mike and I met at USC years ago. We stayed in touch and eventually started talking about this exact problem over dinner at Cheesecake Factory. He had the tech background and the startup experience. I had the creator relationships and the ground-level view of how social engagement actually turns into purchases. We both saw the same thing: social commerce is going to be massive, and the brands that win will be the ones that can turn every interaction into a real conversation. That's what we're building.