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Situation. Insight. Action. Result.
Every story here follows the same shape: the situation, the insight that shaped the plan, what I did, and the number that moved.
Marketing measurement leadership uses weekly
Brand vs non-brand ROAS, LTV and break-even in one AI-assisted dashboard.
7 sources, one view Avalara · 2024–2025$2M budget → $10M pipeline at Avalara
ROI-based reallocation, a net-new channel and dashboards that tied spend to pipeline.
$10M pipeline · ~$5M sales Demand generationPipelineMQLs Red Hat · 2021–20246sense ABM across Red Hat’s BDR org
Intent data that reaches the right BDR pod at the right moment, presented to 1,000 marketers.
+30% contact → opportunity ABM6senseDemandbase ChicknLegs · 2026Focusing DTC paid media on new customers
Separated captured demand from created demand, then built the budget around growth.
+14% non-brand ROAS Performance MaxBrand vs non-brandROAS Red Ventures · 2019–2020Scaling Apple Books & Apple News+
Multimillion-dollar programmatic, a smarter post-back and the budget share to prove it.
+250% ROAS in a quarter ProgrammaticDisplayThe Trade Desk Vyde · 2026Demand gen strategy & site relaunch for Vyde
An inbound demand plan, then a clean relaunch with full tracking.
799 URLs, zero lost Demand generation strategyWebsite migrationTechnical SEO Freelance & Oak City Crew · 2015–2024Freelance growth for DTC, nonprofit & sports
The same playbook, run on budgets as small as $2K a month.
CPA $57 → $44 DTCNonprofit marketingRemarketing TriMark Digital · 2015–2019Agency years: 50+ accounts, award-winning
Where I learned to run hundreds of campaigns without losing the plot.
−15% CPA a year, 4 years B2B SaaSLead generationPaid search