Strategic Operator
Position. Build. Align.
The output is a marketing function that shapes how the market thinks, builds a compounding growth engine, and owns the number.
I'm a 3x VP of Marketing who came up in performance and grew into go-to-market strategy. The person who can hold ROAS to account and write the brand brief.
Build the function from scratch. ICP, messaging, demand engine, first hires. Have it generating pipeline in six months.
Reposition and scale past the ceiling. New market, new category, new story. With the measurement system to prove it's working.
Step in when the VP moves on. Land fast, protect momentum, raise the standard of what marketing is held accountable for.
My strengths, stack-ranked. Hover each bar.
a brand creative, an event factory, or a VP who disappears into strategy and resurfaces at the quarterly review. I came up in performance. I still think that way. The strategy always has to work in market or it's just an expensive deck.
The situation. What I built. What happened.
20-market fiber and mobile provider. Flat budget. No attribution model. Marketing measured by last click attribution. The CFO had no way to connect spend to revenue.
Mutinex Marketing Mix Model to give every dollar an ROI. A HubSpot lifecycle program from scratch and six AI workflows that cleared repeatable intelligence work off the team's plate. A brand brief that reframed us from "another ISP" to the open, fair, and honest fiber provider that treats the customer like a neighbor.
Category-leading speech AI API positioned as infrastructure. Enterprise buyers who could pay 10x didn't know why they should. No differentiation from a dozen cheaper alternatives.
GTM Bullseye framework: segmented the market by use case, identified conversational intelligence as the highest-value segment, built messaging and sales enablement to enter it. Repositioned the company from generic API vendor to the intelligence layer inside mission-critical voice products.
Data ingestion startup with no category and no language. Competing against Fivetran, Airbyte, and Informatica with a fraction of the brand recognition. Sales pitching features instead of decisions.
Named "first-mile data ingestion" as the category before the market had language for it. Built the positioning from scratch: the argument, the ICP, the narrative, the sales motion. Whoever names the category controls how it gets evaluated.
Quora Ads at $10M ARR. Known to every marketer as a place to read interesting answers. Not a B2B advertising platform. No product marketer, no positioning, no narrative. First PMM hire in the company.
Repositioned from consumer Q&A site to B2B intent platform. Built the messaging, the sales narrative, and the self-serve category architecture. Hired and led the first PMM team in company history.
Free tools built on frameworks I use on real problems.
Marketing science applied to real decisions. Evidence over instinct.
Older posts →I've built it three times. The situations look different. The work is always the same: build the engine, own the number, give the CFO something to defend.
Let's build it.