MARKETING STRATEGY LEADER
Over a decade of experience leading strategies that drive measurable outcomes through innovative planning, integrated measurement, and creative systems
10+ years scaling brands profitably — on average doubling revenue and cutting CAC by 50% through full-funnel execution. I specialize in transforming strategy into seamless action, leading high-output teams across media, research and planning, creative, client success, lifecycle, and analytics to ensure every dollar works as hard as I do.
As an Independent Consultant, I partner with enterprise brands like Dollar Shave Club, early stage brands, and agencies of all sizes — through fractional marketing leadership and media strategy.
I offer a mix of ongoing retainer, accelerator-style, or ad-hoc engagements through bespoke scopes to fit your business needs, exactly when you need them. Expert in attribution, media mix modeling, and incrementality testing.
Proven track record building strategies, creative systems, and scalable structures that take brands from traction to repeatable growth, powered by cross-department collaboration and data-backed decision-making.
I also lead end-to-end RFP processes to help brands find and select the right agency partner(s).
TRUSTED BY
WORK SPOTLIGHT
I embed with brands as a senior strategic partner – owning media strategy, creative systems, attribution, agency relationships, and RFP processes simultaneously.
The work is always integrated: brand and direct response working in harmony.
The flywheel is driven by creative that moves people – with a narrative throughline from big screen to small screen to search bar.
The truth is great marketing isn’t just about what you say or who you say it to.
It’s about how precisely those elements work together to drive measurable growth.
Led strategy across —
DTC, B2B, SaaS, CPG, wellness, beauty, skincare, haircare, endurance, healthcare, education, fashion, hospitality, tech, telco, cruise, luxury, and more.
Consistently Managed $30-100M+ in Annual Paid Media Spend —
Across Meta, Google, YouTube, Microsoft, Amazon, TikTok, Snapchat, Pinterest, Reddit, Programmatic, and CTV/STV.
Connecting brand to growth —
By knocking down the silo between brand and direct response to create a holistic performance flywheel. Full-funnel paid media strategies integrating email and SMS to create lifecycle and retention frameworks that connect brand storytelling to growth and LTV.
Now, as an independent consultant…
As an independent consultant, I work with growth stage to enterprise brands though fractional marketing leadership, media + creative strategy and execution, and top down attribution modeling and alignment.
With deep experience across media, creative, analytics, and operations, I turn high-level strategy into seamless executional excellence. Leading high-output internal and agency teams to make every dollar work harder.
Over the past decade, I’ve consistently led $30M to $100M+ in annual paid media spend across:
• Paid Social
• Paid Search and Shopping
• YouTube
• Connected and Streaming TV
• Programmatic (Display and Video)
• Amazon Ads
• Live Event Sponsorships
Past partners throughout my career include: Under Armour, Microsoft, Oscar de la Renta, Solawave, Suja Life, Bright Health, Azamara Cruises, Benjamin Moore, Rebecca Minkoff, and many more. Results include major increases in revenue, engagement, retention, and efficiency.
Check me out on The Starters.
Breakdown of some of my popular services below:
Monthly Retainer
Fractional Marketing Exec / Head of Growth / Strategist supporting paid media efforts end to end – with strategy / planning / forecasting across: CTV & Streaming Ads, Programmatic, Paid Social, Google Ads, Microsoft Ads, and more.
Marketing Strategy Audit & Beyond
Let's optimize, forecast, and plan for the future while quickly achieving short-term wins and building for long-term, sustainable growth. From CTV to programmatic, paid social, search, shopping, and beyond – it’s not one-size-fits-all, so let's align the right strategy and media mix for your brand or agency clients. Holistic paid media management offered, and I’ll staff a team of freelancers to support.
End-to-end RFP Management
From the first internal stakeholder conversations to final negotiations, I lead and project manage the full agency selection process. This includes search and outreach, invitations, briefing, internal and external stakeholder management, scoring and evaluation, selection, scope alignment, and price negotiations. I provide structure and leadership at every stage to ensure your brand secures the right agency partner(s) – efficiently, confidently, and with respect for the weight of the decision.
Org Structure Audit
I help brands accelerate growth by auditing their org structure – spotting gaps across media, creative, lifecycle, and strategy. Then I map your goals to the right team setup, forecast model, and execution plan so you can scale output across paid, earned, and owned channels.
Paid Social Audit
I run paid social audits to break down what’s working, what’s not, and what’s missing. I’ll review your CAPI setup, conversion events, campaign structure, creative, and destination URLs—then deliver clear, actionable recommendations to boost efficiency and performance.
For BASELINE LIFT
Ask Me About CTV.
Measurement is never one north star. I triangulate MTA, MMM, and incrementality – and I also build proprietary baseline frameworks that surface directional answers in real time, so teams can optimize continuously without waiting on a holdout to close.
I came up in digital during the growth-hacking era. What excites me now is where it's heading – TV's digital accessibility, real incrementality at scale, and a return to genuine brand-building with all the precision tools we spent the last decade sharpening. The CTV advisory practice lives inside that same philosophy.
"Advertising is a craft executed by people who aspire to be artists, but is assessed by those who aspire to be scientists. I cannot imagine any human relationship more perfectly designed to produce total mayhem."
— Luke Sullivan, Hey, whipple, Squeeze This: The Classic Guide To Creating Great Ads