About
The title changes.
The approach does not.
I started as a specialist. Became a founder. Led functions. Operated inside some of the world's most complex enterprise environments.
Along the way I built 5 digital marketing teams, launched products in global markets, and learned that good marketing isn't about tactics — it's about understanding how people search, how systems work, and how businesses actually grow.
Core Capabilities
I don't just execute tactics. I build systems that compound over time.
Demand Generation
Scaled paid search from $50K to $2M/month. Built multi-channel programs across Google, Meta, LinkedIn, and Reddit. Launched 150+ campaigns with systematic testing frameworks.
- Paid search, social, display, and Reddit ads
- Experimentation design and statistical rigor
- CAC optimization and ROAS improvement
Marketing Operations
Built Marketo instances from scratch. Own AEM website at Abbott. Design lead lifecycles, scoring models, and campaign architectures. Turn chaos into repeatable systems.
- Marketo implementation and optimization
- Salesforce integration and lead routing
- AEM web ownership and lifecycle design
ABM & Growth
Designed account selection models, tiered engagement strategies, and closed-loop measurement. Increased ABM win rates from 14% to 38%. Aligned marketing and sales on shared ICP.
- ICP development and account scoring
- Tiered engagement and personalization
- Intent data integration (6sense, Bombora)
SEO
Technical SEO, multilingual content, and AI-ready content strategy
- Enterprise technical SEO (AEM, Drupal)
- Multilingual & hreflang architecture
- Structured data and schema implementation
Featured Case Studies
Real projects. Real results. Real systems you can replicate.
Scaling Paid Search from $50K to $2M Monthly Spend
Hearzap • Q1 2022 - Q4 2022
Hearzap's paid search program was constrained by manual campaign management, limited budget efficiency, and lack of structured testing. The team needed to scale spend profitably while maintaining CAC targets under competitive pressure.
Building a Full Marketo Instance from Scratch
Abbott Laboratories • Q1 2025 - Present
Abbott's EP division lacked a unified marketing automation platform. Lead routing was manual, campaign tracking was inconsistent, and there was no structured nurture or lead scoring. The website (AEM) and CRM (Salesforce) were not integrated.
Launching a Reddit Ads Pilot to Unlock a New Channel
Rugged Monitoring • Q2 2024 - Q3 2024
Rugged Monitoring had exhausted scale on Google and LinkedIn. CPCs were rising, and the team needed a new channel to drive top-of-funnel awareness and qualified leads in a technical, skeptical audience.
How I Work
A repeatable system for launching, optimizing, and scaling marketing programs.
Audit & Baseline
Review existing programs, identify gaps, establish current performance benchmarks, and align on success metrics with stakeholders.
Strategy & Roadmap
Build a 90-day plan prioritized by impact and effort. Define hypotheses, design experiments, and sequence initiatives to derisk execution.
Launch & Test
Execute with precision. Use pre-flight checklists, track everything, run controlled experiments, and iterate based on data—not opinions.
Scale & Systemize
Double down on what works. Build playbooks, automate reporting, document processes, and train teams so the system runs without you.