Data-Driven Marketing Leadership
I’ve built demand generation and ABM programs from scratch, managed $100MM+ performance media budgets, and designed measurement systems that tie spend to business outcomes. That work has earned 'Industry Leader' rankings and built award-nominated teams.
About Me
From rocket launches to retail banking, I've spent over a decade building the growth infrastructure that connects hard-to-explain products with the people who need them.
I've managed $100MM+ performance media budgets, built demand generation programs from zero, and designed measurement systems that show what's actually driving results — not just what looks good in a dashboard. At Blue Origin, I helped drive a 107% increase in commercial spaceflight sales contributing to 10x growth year-over-year. At Meta, I led the development of an identity and measurement infrastructure powering global marketing insights at scale.
My edge is at the intersection of strategy and execution: I can map a go-to-market from scratch and then build the analytics stack to optimize it in real time.
Growth Marketing Philosophy
A growth approach, building the advocacy flywheel
Demand generation creates consideration. Performance media and CRO close it. Most marketers stop there.
The highest-leverage moment in the customer journey isn't before the sale. It's after it. Nail the onboarding experience, deliver value fast, and find the right moments to surprise your newest customers. Do that well, and they'll do your demand generation for you, at a fraction of the cost.
Mapping a consumer journey to the advocacy flywheel
Demand generation is a volume game. Reach is expensive, and most of the people you touch aren't ready to buy. That's fine. As prospects move from awareness into active consideration, the audience shrinks and the value of each interaction grows. You're paying more per person for people who are worth more.
The biggest mistake marketers make is treating acquisition as the finish line. Get a new customer to their first real win with your product, and everything else follows. They stay longer, spend more, and bring people with them.
Optimizing the flywheel, a data-driven allocation methodology
The right allocation across consideration, conversion, and advocacy is never fixed. It shifts based on where you are in the growth curve, where diminishing returns are setting in, and where your competitors have stopped paying attention. Early stage, you need scale before the flywheel has anything to compound on. At maturity, the highest available return is almost always in the stage most marketers have deprioritized: what happens after the sale.
The best growth leaders don't manage this on instinct. A rigorous forecast, one that maps the diminishing returns curve across each stage of the funnel, tells you precisely when you've extracted the available return from one stage and when it's time to rotate investment to the next. That's what turns a strategic posture into a repeatable system, and it's where most growth programs leave the most money on the table.
Over a decade of experience developing and executing integrated marketing campaigns from concept to completion.
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