Marketing OS
My full-flywheel content, demand gen, and brand strategy playbook — from zero to inbound.
How I Think About Marketing
I see marketing as a program that attracts the right people, builds enough initial trust that they want to engage, and creates the kind of buyer experience that makes closing feel inevitable rather than forced.
My college background in rhetoric and long history in managing sales cycles have both shaped how I approach any marketing problem. Before I think about channels or tactics, I think about the argument and positioning: what does this buyer need to believe, what do they need to feel, and what's the clearest path to both?
The Full-Flywheel Playbook
Attract — Draw in the right people
Focus: Targeted messaging that earns attention, not just impressions.
Craft messaging steeped in deep understanding of buyer personas and pain points
Build brand narratives that connect to solving buyer problems and position the company as their guide (StoryBrand framework, if you’re familiar)
Develop SEO and AEO (AI Engine Optimization) strategy around the questions buyers are actually asking
Don't market at people, build relevance and offer value first and work towards a conversation/conversion.
Engage — Reduce friction from lead to opportunity
Focus: Creating meaningful interactions that move people forward.
Move leads through the funnel fast — speed matters more and more in a digital landscape
Create a memorable customer experience that distinguishes you from competitors
Close operational gaps between marketing and sales (set up internal SLA’s)
Build CRM workflows that surface the right lead context at the right moment
Delight — Create experiences that make people want to come back
Focus: Turning delivery into a brand proof point.
Make ops excellence part of the brand and marketing strategy — not just a back-office function
Build trust through transparency and proactive communication
Create referral loops by delivering more than expected
Don't just deliver — teach, reflect, and improve so every cycle gets better
Experience
What I’ve Owned
Full-stack marketing leadership from strategy to execution.
Brand Positioning
Helped manufacturers, SaaS, and DTC brands articulate what makes them worth choosing
Demand Generation
Multi-channel campaigns across email, social, direct mail, and events
Events & Trade Shows
Planned and executed high-performing events including sold-out programs
Team Leadership
Led cross-functional marketing teams of 10+ people
Content Strategy
Full-funnel playbooks: blogs, email sequences, lead magnets, social, case studies
SEO
Keyword strategy, on-page optimization, and content architecture
Budget Governance
Owned a $180K annual marketing budget with strong focus on ROI
Analytics
Cost, margin, and ROI analysis across all marketing investment
Tools & Platforms
• SEMrush / Ahrefs
• Canva / Adobe
• Mailchimp
• Hootsuite
• PandaDoc
• SEMrush / Ahrefs • Canva / Adobe • Mailchimp • Hootsuite • PandaDoc
• Hubspot (Marketing Hub, Content Hub, Email)
• Salesforce
• Google Analytics
• LinkedIn Ads
• Wordpress
• Hubspot (Marketing Hub, Content Hub, Email) • Salesforce • Google Analytics • LinkedIn Ads • Wordpress
Key Results
$180K
Annual marketing budget owned and optimized
5x
Organic sessions generated via SEO
200+
Articles published and optimized for SEO
+800
In-industry followers gained on LinkedIn
Built brand presence from low-visibility to inbound demand engine at multiple organizations
Executed multi-channel campaigns that generated qualified pipeline that led to closed deals and long term customers
Increased website traffic and inbound meeting conversion through strategic lead capture and SEO
How I Measure Marketing
I don't measure marketing by vanity metrics like impressions or engagement rates. I measure it by pipeline contribution, cost per qualified lead, and revenue influenced. Every campaign gets a hypothesis, a baseline, and a post-mortem. The question isn't 'did it run' — it's 'did it work, how do we know, and is it repeatable?'
Pipeline contribution by channel
Cost per qualified lead
Lead-to-opportunity conversion rate
Revenue influenced by marketing