I have built the thing from nothing six times.

Erosa

A chocolate brand built from nothing, and treated as a ritual rather than a snack. Five products, each made for a different mood. A way of eating it together that turns a bar into something two people share on purpose. Waitlists, small batches and numbered runs, so that wanting it is part of it.

I designed the brand, wrote every word, shot and edited the content, built theerosa.com myself, and ran the whole thing: the recipes, the pricing, the emails, the packaging, the story.

Life of Da Nang & Extaticaa

I built the biggest independent expat community in Da Nang from scratch. More than 3,000 people on WhatsApp, grown entirely by word of mouth, because it was useful and nobody was selling them anything. It became the way internationals in Central Vietnam find a doctor, a flat, a friend. lifeofdanang.com grew out of it: a weekly local paper of sorts, and a free website for every business we feature. Forty eight of them are live.

Extaticaa is the other half. Ecstatic dance, movement and gatherings across Da Nang and Hoi An. Every event is the same puzzle: sound, room, order of things, and the moment a stranger stops watching and starts dancing. Thirty of them so far, around seventy people a night.

Lider Travel / Fun Group

Co-founded one of the largest youth travel companies in Eastern Europe. I built the operations, the partner network and the marketing engine that moved more than 60,000 young people across Europe. Merged with two competitors along the way. Built trips that twenty different nationalities went on together and stayed friends after.

American Fun

Took the model to America. A group travel company in New York running trips and events for eighteen to thirty five year olds between North America and Europe. Brand, trips and marketing built from scratch in a market where nobody knew my name.

Belgrade Foam Fest

Part of the team behind the largest foam party in the world. Twenty thousand people in Belgrade's universal sports hall, with Axwell, Sebastian Ingrosso and Benny Benassi on the bill. I trained and ran the sales team and organized the promo events that filled it, all year, across Serbia and Europe.

MJ Events

An event production company. Four New Year's Eve events in a row, themed parties, company retreats, and more than thirty events run or sponsored with Respect DJs.