Work
Problems I like working on.
Most of what I do comes back to one question: is marketing actually showing up on the P&L? I've worked on that at Intuit scale and on my own small businesses. These are the corners of it I keep coming back to.
Growth system diagnostic
Where the marketing money goes, what it returns, and the three changes that matter most. Funnel, measurement, and spend, end to end.
Paid media and measurement
Scaling spend without lighting money on fire. Incrementality testing, media mix, and the operating rhythm to keep both honest.
AI and LLM visibility
How your brand shows up when customers ask ChatGPT or an agent instead of searching. What to measure, what to fix, and what to stop doing.
Org design in the era of AI
How work actually gets done once AI is in the loop. Rethinking workflows, roles, and decision rights so the team and the tools run as one system, not a pilot bolted onto the old one.
Growth for small businesses and nonprofits
For SMBs and nonprofits that need marketing to pull its weight without a big team: positioning, local search, and a lead or donor engine that runs without someone babysitting it. Tested on my own businesses first.
How I approach it
It starts with the numbers. Where the money goes, what it returns, and what you can actually trust in the read. Garbage in, garbage out applies to growth as much as to models.
From there it's blocking and tackling: a short list of changes, an owner for each, and a cadence to check whether they worked.