Marketing that moves the P&L.
What I do.
I work inside the decisions that determine whether marketing creates value: where the brand should grow, what people need to believe, how it shows up in market, where investment should focus, and how teams align around the work.
My process brings evidence and imagination into balance. Close observation to reveal what is happening. Considered judgment to decide what matters. And disciplined experimentation to turn strategy into stronger performance.
Every engagement begins with a diagnosis to understand the real challenges and opportunities. From there, we work on the things that matter most to you.
1) Define “what & why” in financial terms
Treat brand and experience as an asset—not a discretionary expense.
Business effect: Focus markets · Grow base sales · Improve price yield · Strengthen cash flow
What you get: NPV/ROMI models · Investment policy · Pricing power analysis · Payback gates · Board pack
2) Craft strategy for predictable success
Unlock what really works, scales, and compounds.
Business effect: Speed up cycles · Cut cost-to-serve · Lift retention & conversion · Increase profitability
What you get: Full-funnel architecture · Creative platform & guidelines · Media mix blueprint · Journey fixes · Creative bar & evaluation framework
3) Experiment & allocate confidently
Shift from rear-view reporting to forward decision-making.
Business effect: Sustain ROMI · Protect budget · Reduce waste · Future-proof allocation
What you get: Forecast models · Wargaming/scenario plans · MMM & experimentation framework · Triangulated measurement
4) Make effectiveness stick
Embed commercial culture, not just tools.
Business effect: Accelerate decisions · Raise adoption · Minimize rework · Maintain efficacy
What you get: Fluency training · Shared OKRs (marketing & finance) · Cross-functional learning agendas · Incentive alignment
Capabilities
Intelligence & Insight
Know who to win, where to play, and what’s moving the numbers.
- Qualitative & quantitative research (interviews, surveys, ethnography)
- Social listening & VoC
- JTBD personas & segmentation
- Category audits & benchmarking
- Trend mapping, semiotics & foresight
- MMM & incrementality
- CRO testing
- KPI trees & variance narratives
- SOV/SOM & brand health diagnostics
Planning & Execution
Deploy the right ideas and channels to meet business objectives.
- Big-idea creative platforms
- Playbooks, brand campaigns, experiential & partnerships
- Content strategy
- Ecosystem design & workflows
- Integrated marketing communications/Omnichannel go-to-market across paid, owned, earned & shared media
- Lifecycle, CRM & loyalty
- Demand gen & lead acquisition
- Media mix & spend strategy
- AEO & generative SEO
- Retail & programmatic
- Annual planning & OKRs
- Multi-horizon roadmaps
- Governance & decision rights
Foundations & Innovations
Program for sustainable growth—and pricing power.
- Positioning, narrative & messaging
- Brand architecture, naming & identity systems
- Category entry points & prioritization
- Penetration & share growth
- Share of wallet & trade-up strategy
- Incremental sales engines
- Price/pack strategy
- Promo guardrails & value communication
- CX innovation & service design
Org & Technology
Build the systems, teams, and stack that scale effectiveness.
- Org design & operating model
- Capability audits
- Agile rhythms & cadences
- RevOps alignment
- Sales enablement & content-to-close
- Partner/channel playbooks
- MarTech/AdTech audits
- Integrations & roadmaps
- AI workflows & automation
- Brand-owned LLM tools
- Content engines