The Framework
Five phases.
One integrated system.
Each phase can be commissioned independently, but the system is most powerful when run end-to-end.
Channel Audit & Attribution
The Challenge
Most companies have marketing scattered across channels—but no one knows how they actually connect or which ones drive revenue.
What I Do
Map the full marketing landscape (content, ads, email, social, organic), identify what's working and what's noise, instrument real attribution tracking.
Deliverables
Positioning & Messaging Architecture
The Challenge
Content, ads, and emails feel disconnected because the core positioning isn't clear.
What I Do
Build positioning that's structural. Create messaging architecture that works consistently across all channels.
The Marketing Flywheel
The Challenge
Channels work in isolation. Content doesn't feed email. Ads don't amplify content.
What I Do
Design the full funnel as an interconnected system. How does content seed email? How do ads amplify content? How does email drive conversion? How does organic compound?
Content & Campaign Execution
The Challenge
Most companies know they need better marketing but don't have capacity or expertise to execute consistently.
What I Do
Execute across all channels—blog content (SEO, long-form), email sequences, paid campaigns, social/organic amplification. Every piece feeds the system.
Measurement & Optimization
The Challenge
Most marketing dashboards report vanity metrics. You see impressions but not revenue impact.
What I Do
Build measurement that drives decisions. KPI stack tied to business outcomes. Monthly optimization.
Engagement Model
How an engagement works
Discovery Call
60 minutes. Questions about what's working, what's costing money, revenue growth goals, channels being avoided.
Marketing Audit
7–10 days of deep analysis. Analytics, existing content, email performance, ad spend, conversion data, competitive landscape.
Strategy Build
2–3 weeks. Full digital marketing strategy document—positioning, how channels interconnect, execution timeline, expected outcomes.
Execution & Optimization
Ongoing. I execute the strategy and stay in the work. Monthly optimization cycles with real measurement.
Results in Practice
Case studies
B2B SaaS — Series A, HR Technology
HR Technology
14 weeks to first measurable pipeline shift
Organic pipeline flatlined at ~$180k ARR despite 3x/week content publishing. Marketing felt scattered with no system connecting it.
Audited the system—found content targeting wrong buyer stage, no nurture path, ads disconnected from content. Rebuilt positioning, killed 80% of old content, rebuilt around 6 cornerstone topics, created email nurture sequences, structured paid ads to amplify content.
Organic pipeline increase
Demo-to-close rate improvement
Content payback period
Ranking for 3 primary keywords
"He didn't just audit our marketing—he rebuilt the logic underneath it. Everything is connected now. We finally know why things are working."
— Head of Growth, Workstream (name withheld)Client identities are kept confidential. Results are from real engagements. Metrics are verified against client analytics at project close.
Operating Principles
What I believe about strategy
Systems Over Tactics
Tactics are rented. Systems are built. Every recommendation is designed to compound—where revenue grows faster the longer the system runs.
Evidence Before Opinion
I don't bring opinions to discovery. I build them from the data. The fastest way to produce wrong marketing is to arrive with answers.
Measurement That Matters
I don't report on impressions or vanity metrics. Every dashboard is tied to revenue: pipeline, CAC, LTV, conversion rate, email performance.
Honest on Constraints
I will tell you when a goal isn't achievable in the timeframe you've set.
Full System Thinking
Marketing connects to your product, pricing, sales process, customer retention. I think about the full picture.
Ready to start
Ready to build a marketing system
worth building.
Engagements start with a 60-minute working session — not a sales call. Come with your actual problem. I'll tell you if and how I can help.
Weekly thinking
One idea, every Sunday.
Marketing strategy, web architecture, and going independent — one idea per issue. No filler. Real numbers from the build-in-public arc.
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