About Maxwell

I didn't start out wanting to be in data. I started out wanting to understand how businesses actually work and what drives decisions, what gets ignored, and why. Data just turned out to be the clearest window into all of it. Over the past decade I've worked across BI consulting, product analytics, and enterprise data leadership, eventually landing as Director of Business Intelligence and Analytics at Live Nation Entertainment. I've built dashboards nobody used and agents that transformed how teams operate, and I've learned more from the former than the latter. Outside of work I'm a dad of two young kids, a hobbyist weightlifter, and an occasional bouldering enthusiast living in Utah. I play video games more than I probably should, and I'm currently building my own software product on the side because I've always been drawn to creating things, not just analyzing them. I'm not someone who optimizes for sounding polished. I've been in the weeds wrestling with messy data models, learning to speak executive and engineer in the same meeting, figuring out how to ship AI systems inside organizations that weren't built for them. I know what it's like to be early in a career trying to break into data, and I know what it's like to be mid-career wondering if you're building the right skills for where things are heading. If you want someone who'll be straight with you about what's worth your time and what isn't that's my default mode!