Paid media, full-funnel and omni-channel campaign architecture, attribution modeling, and the reporting that ties every creative decision to business outcomes.
Brand strategy, creative direction, content systems, and the cultural fluency to produce work that stops people mid-scroll.
With extensive experience building paid media, content, and brand growth systems for startups, challenger brands, and growth-stage companies, client-side and agency. The kind of marketer who finds the insight in the data and builds campaigns around it.
Omni-channel paid media across Meta, Google, LinkedIn, CTV, and YouTube. Audience architecture, creative direction, and conversion rate optimization built to drive customer acquisition and ROI at scale.
Brand positioning, content systems, and editorial direction that build trust and drive organic growth without sacrificing performance accountability.
From concept to execution: ad creative, campaign hooks, UGC briefs, and visual identity work that earns attention in crowded feeds and drives measurable results.
Performance reporting, attribution modeling, and data storytelling that translates campaign results into actionable recommendations for clients and senior stakeholders.
Here's what that looks like in practice.
Built a lead generation campaign for a premier youth sports facility that grew qualified leads by 808% over 10 months, reduced cost per lead by 86%, and achieved all of it on just a 9% increase in spend.
Diagnosed and rejuvenated an underperforming eCommerce operation, identifying the gaps, repositioning the channel, and rebuilding the customer acquisition and retention approach from the ground up.
Rebuilt paid media for a luxury lifestyle brand starting from a 1.5x ROAS baseline, restructuring audiences, creative, and bidding to drive compounding returns over 90 days.
Rebuilt paid media and funnel architecture for a premier fitness client, restructuring audience targeting, creative, and landing page experience over 18 months to grow leads while cutting cost.
Restructured audience targeting, refreshed creative, and realigned bid strategy, driving 225% lead growth in under 60 days without increasing spend.
Owned brand positioning, creative direction, and performance marketing across four consumer brands simultaneously, building growth systems that compounded year over year across B2B and B2C channels.
Most marketers start with the channel, the creative, or the campaign. The sequence matters more than most people realize, and it's where most campaigns are won or lost before they ever launch.
Before creative, before a single dollar is spent, I map how the audience actually thinks. Not demographics. Not personas. The real stuff:
Once I understand the psychology, I design the logical structure that moves that audience from awareness to action. This is where analytical thinking anchors creative possibility, not to limit it, but to give it direction.
The plan becomes the bridge between who the audience is and what you need them to do.
The creative concept comes last, and that's intentional. It's not blank-canvas creativity. It's creativity constrained by psychology and grounded in data. That constraint is what makes it work.
The reason this process works is that I can speak both languages fluently. I understand why the data matters and why it needs to feel human. I know why the creative idea works and why it's never enough without the plan behind it.
With extensive experience at the intersection of performance and brand, I know which work to own, which to direct, and which to hand to someone better positioned to execute it. I work closely with senior stakeholders and cross-functional teams to align marketing execution with broader business goals, keeping accountability connected at every level. What I don't do is lose touch with the work itself.
I've done that work client-side and agency, across fintech, CPG, food & beverage, fitness, travel, luxury lifestyle, and emerging technology. What that breadth taught me is that strong marketing fundamentals travel. The industry changes. What changes is how quickly I learn the landscape, test what works, and adapt in fast-moving environments.
I'm an early adopter of AI tools in my workflow, a believer that what resonates with an audience is discovered through testing and not declared in a brief, and someone who finds the insight in the data before deciding what to create.
I've spent my career doing three things well: building the strategy, directing the creative, and proving both with numbers. The fundamentals stay constant. What changes is how quickly I learn the landscape, test what works, and adapt in fast-moving environments.
Strong marketing fundamentals travel. Here are the sectors I know well.
Open to senior marketing leadership roles and select strategic engagements. Remote and hybrid.