I began my career in an unexpected place—the shipping dock of Bread & Circus in the 1980s, where my size made me the perfect candidate to unload Coleman Beef trucks and drive deliveries into Boston. But my journey soon took an interesting turn. My curiosity for computers led me to teach myself MSDOS and Lotus123, which opened the door to a whole new world of possibilities.
Back then, spreadsheets were revolutionary. I didn’t just use them; I taught our department managers how to streamline inventory management with Lotus123, and even helped our bookkeeper use it to pay bills. Those early experiences in problem-solving set the stage for my later work in web design and digital marketing.
By 1993, I was managing Dr. Hauschka Cosmetics USA, where I got certified in NOVELL, LAN, and built out the company’s first intranet. It was a major shift, and I learned how valuable networks and digital tools could be in transforming how a business operates. That same year, I began learning HTML and Web Design, a decision that would change my life and open up a world of opportunities.
The Early Days of Web Design
In 1998, I started my own web design and marketing company, Sweet Consultants (now ASO Ventures). One of my first clients was the Apple Hill Center for Chamber Music. This was before YouTube and modern video compression tools, so I wrote custom code to compress videos for the website—a critical feature for their donors to access multimedia content. I realized how empowering the internet could be for small businesses and nonprofits to connect with their communities in ways they hadn’t before.
Over the next decade, I worked with a diverse range of clients—from musicians to nonprofits and small businesses. Some projects stand out. I traveled to Egypt in 1999 to play in a world music festival and came home with three new clients! One was Sambaland from the Berkshire Batteria, and another was Gaia, a world music band. Through these projects, I honed my ability to bring artistic visions to life online, learning how to marry creativity with functionality.
The Rise of E-commerce and Digital Marketing
As my web design business grew, so did the demand for integrated e-commerce solutions. In 2001, I was hired by Stamell Strings in Amherst to build their website, complete with a shopping cart and a platform for showcasing high-definition pictures of violins. This project wasn’t just about selling violins; it was about elevating the customer experience. The site had to convey the craftsmanship and beauty of each instrument, a task that required more than technical skills—it required an understanding of the product and the people who love it.
Around this time, I also became more involved in digital marketing. I went back to college to get certifications in online marketing, and over the years, I helped businesses develop comprehensive marketing plans, especially those in niche industries like human and animal hair products. The marketing landscape was evolving quickly, and I made it my mission to stay ahead of the curve.
Building Community and a Business
In 2008, I opened Sweet Music, combining my love of music with the lessons I’d learned in business and marketing. I imported supplies for luthiers and launched the first mandolin orchestra in the area, establishing Mandolin New England as a nonprofit organization. The work was fulfilling but also highly dependent on personal connections and in-person experiences.
Then came COVID-19, which shut everything down. Like so many small business owners, I found myself at a crossroads. My momentum was gone, but instead of dwelling on the losses, I turned my attention to new skills—particularly Generative AI.
Entering the World of AI and Consulting
The last few years have brought challenges, but they’ve also presented new opportunities. I’ve been exploring how AI can be used in small business marketing and consulting. Generative AI has revolutionized how businesses can create content, manage customer interactions, and streamline operations. It’s like the next iteration of what I started back in the '80s with spreadsheets and DOS.
Additionally, there’s been renewed interest in the luthier supplies aspect of my business. The potential to reignite that part of my career is exciting, especially as I continue to integrate modern marketing tools with traditional craftsmanship.
Looking Forward
I’ve learned that no matter what technologies come along, the key to success in web design, marketing, or any small business is understanding the needs of your clients. Whether I’m designing a website for a world music festival or consulting a nonprofit on their digital strategy, it’s always about listening, adapting, and finding the best tools for the job.
It’s been a long journey from the docks of Bread & Circus to the world of AI consulting, but every experience has added another layer of expertise to my career. Today, I’m more hopeful than ever that I can continue to help businesses—and musicians—thrive in this new digital landscape.
Check out my Consulting page