When COVID rewrote work, Shiftsmart already had the story.

Shiftsmart was being described as a call-center staffing company. In reality, it was building a new kind of market: a two-sided platform where flexible workers find shifts and companies get coverage on demand.

I named that category and built the positioning and go-to-market for both sides: workers looking for flexibility, and operations leaders in contact centers, retail and consumer brands who needed people fast.

When COVID upended work, the market Shiftsmart had been describing suddenly arrived. We moved first, starting with virtual call centers, and made flexibility the brand.

The executive who brought me into Shiftsmart has since brought me into three more companies, including Grata and Matic.