No departments. No account managers between you and the work. Just one strategist who does the thinking and the making, then shows you what the numbers say.
— The homework, done first
Before anything gets made, I figure out what needs to be said, and to whom. Expect audience research and a hard look at the space competitors leave open. No 40-page decks.
Brand AuditAudience ResearchCompetitive AnalysisGo-to-Market
— Momentum you can measure
I build and run campaigns that do what marketing should: grow your business. Paid, organic, content. I pick the channel your buyers already live in. And I do my own analytics: I've set up GA4Google Analytics 4: measures who visits a website and what they do there. and Tag ManagerGoogle Tag Manager: installs measurement tags on a site without code changes. from zero and built the Looker dashboards leadership ran the Monday meeting from.
Paid MediaContent StrategyEmail & CRMGA4 · GTM · Looker Studio
— Taste, applied
Most work gets scrolled past because it looks like everything else. I direct the visual identity and the voice myself, down to the details.
Visual IdentityArt DirectionBrand VoiceContent Production
Three engagements — one each in strategy, growth, and build — for an enterprise health platform, a therapy practice, and a specialty print shop.
buyer verticals 1 platform · modular content
— Multi-vertical positioning for an enterprise digital health platform
b.well serves four buyers from one platform (health plans, health systems, life sciences, and consumer health), each with a distinct procurement cycle, regulatory context, and budget owner. I worked on the vertical-segmented messaging system: distinct landing tracks and vertical-specific content, plus ABMAccount-based marketing: aiming campaigns at named companies instead of broad audiences. playbooks tuned to each cycle.
Vertical positioningModular content systemABM playbooksRegulated-industry copy
Enterprise health buyers show up on whatever vertical page a colleague forwarded them. Get those four pages right and the homepage almost doesn’t matter.
new practice online, end to end positioning · local search · consult funnel
— Positioning, site, and consultation funnel for a new depth-oriented therapy practice
A depth-oriented psychotherapy practice opening in Ventura, with a therapist who’d rather talk about attachment theory than search rankings. The work was the whole client-acquisition path: positioning that sounds like her instead of a directory listing, an editorial site with room to breathe, local search done properly, and one unmissable route to a free consultation. Private-practice marketing has an ethics problem: pushy tactics erode exactly the trust a therapist needs. This funnel had to persuade without pushing.
Practice positioning & voiceEditorial site design & buildLocal SEO foundationsGoogle Business Profile setupFree-consultation intake funnel
Therapy clients don’t comparison-shop twelve practices. They read one page, feel understood or not, and book or leave. The page has to do the listening first.
retail POP units / year HOKA · Stio · Museum of Ventura County
— Two-audience e-commerce engine for a specialty print shop
Image Source serves two completely different audiences from one shop floor: independent artists ordering GicléeMuseum-grade inkjet printing for fine art. Say it “zhee-CLAY.” fine-art reproductions, and national retail brands commissioning hundreds of custom POPPoint-of-purchase: the branded displays and signage you see inside a store. executions a year. I built the e-commerce side as a self-serve catalog for artists and photographers (product pages with material specs, paper-stock guides, file-prep instructions), while keeping the B2BBusiness-to-business: selling to companies rather than to consumers. side a relationship-led inquiry funnel with case studies, testimonials, and direct-to-the-shop contact. Neither audience ever has to wade through the other’s half of the site.
Self-serve product catalogTwo-audience IAMaterial/spec systemB2B inquiry funnelTestimonial capture
The artist ordering one GicléeMuseum-grade inkjet printing for fine art. Say it “zhee-CLAY.” and the go-to-market manager at HOKA ordering 100+ POPPoint-of-purchase: the branded displays and signage you see inside a store. units are not the same buyer. The site has to know that, and hand each of them a page that sounds like it was written for them.
Let’s talk
I love hearing about new projects — especially the messy, half-formed ones. Sometimes those are the most interesting.
Two sentences is plenty. I read and answer every one.