What I Do
Most marketing problems don’t fit neatly into one box. Strategy affects execution, execution depends on measurement, and the numbers only matter if they connect back to what the business is actually trying to achieve.
How I can help
Marketing & performance diagnostics
Sometimes you know something isn’t working. Sometimes you just want an experienced second opinion.
I look across the full chain, from business objectives and strategy through media, measurement, and execution, to identify what actually matters, what is working well, and where changes would make a meaningful difference.
Paid media & performance
Paid media is where I’ve spent a particularly large part of my career.
I help with strategy, optimization, testing, and scaling, whether that means reviewing an existing program, supporting a team, or getting directly into the platforms myself.
The goal is simple: make paid media work toward the outcomes the business actually cares about.
Measurement & analytics
Good decisions depend on knowing what the numbers mean, where they came from, and what they can actually tell you.
I help connect business goals to useful measurement, from defining the right events and reporting to working directly with dashboards, data, and SQL when needed.
Marketing operations
A good strategy can still get murky in execution, especially when work crosses teams, tools, and partners.
I help simplify workflows, handoffs, governance, reporting, and tooling so the original intent survives into the day-to-day work, including automation and AI where they genuinely remove effort or improve decisions.
Ways we can work together
Not every need calls for the same kind of engagement. Sometimes a focused review is enough. Sometimes it makes more sense to stay involved and help carry the work through.
Audit or diagnostic
A focused review with clear priorities on what matters and what to do next.
Defined project
For a specific piece of work that needs senior thinking, hands-on execution, or both.
Ongoing advisory
Regular senior support for teams that want another experienced perspective without adding a full-time role.
Hands-on implementation
When the recommendation is only half the job, I can stay involved and help build, configure, test, or improve the thing itself.
Where I can plug in
Different contexts. Same underlying mechanics.
Industries, audiences, regulations, and business models absolutely change how marketing should be executed. But the underlying systems are increasingly consistent.
Modern platforms are fundamentally data-driven. They need clear objectives, well-defined events, reliable signals, and enough volume to learn from. The same is true on the business side: the numbers need to mean something useful, and everyone involved needs to understand what they actually represent.
That has taken me into a few different kinds of working relationships.
Internal marketing teams
For teams that need extra senior capacity or help connecting priorities, day-to-day execution, and measurement without adding another permanent layer.
Organizations working with agencies
For organizations that want an independent view of whether strategy, media, and measurement are pulling in the same direction, or simply need help translating between internal priorities and external partners.
Agencies
For agencies that need senior support, technical depth, diagnostics, analytics, or direct performance support behind the scenes, whether for overflow, a difficult account, or a specific project.
Nonprofits & mission-driven organizations
A particular area of experience and interest, where goals, stakeholder structures, funding realities, and resource constraints often shape how marketing needs to work in practice.
Not sure where it fits? That’s fine.
You don’t need to diagnose the problem or pick the right kind of engagement before reaching out. Tell me what you’re working on, and we can figure out what makes sense from there.
