I build the measurement infrastructure that translates marketing activity into financial language, so CFOs trust the numbers, boards approve the budgets, and teams know exactly where to invest next.
Most marketing organizations can tell you what they spent. Far fewer can tell you what it earned. I close that gap, then build the brand and demand strategy on top of it.
Marketing mix modeling, multi-touch attribution, and incrementality testing, built so the numbers hold up in a finance review.
Full-funnel planning that builds awareness up top (CTV, streaming audio) and converts down low (paid search, direct mail).
Funnel audits, cost-per-booked-lead analysis, and channel efficiency reviews that find the constraint before you spend against it.
Fluent in MMM, MTA, incrementality testing, and marketing accounting. I don't just report metrics, I build the infrastructure that makes smarter decisions possible.
Equally comfortable optimizing CPL and building brand strategy. Performance and brand aren't opposing forces. Connected properly, they compound.
High accountability and psychological safety at the same time. Teams get real ownership, real feedback, and a clear bar for what good looks like.
At my best standing up new capabilities, fixing broken measurement, and transforming marketing organizations from the inside out.
Growing organic visibility, paid search conversion, and brand awareness at once across 200+ locations.
Building a measurement foundation, and a Total Search roadmap, where neither existed.
Moving web, social, SEO, and CRM projects across the finish line inside a compliance-heavy insurer.
One strategy across five brands and roughly ten markets, plus a plan for the slow season.
Articles written for M-Squared's attribution education platform, where I contribute as a Measurement Strategist.
Reconciling the three layers of attribution, building P&L views of marketing, and turning causal measurement into platform bids.
Read the article → November 27, 2024Where MMM came from, why CPG brands got there first, and why the method has to keep changing to stay useful.
Read the article →"He is hands-down one of the best marketing leaders I've ever been around. He knows how to build systems that scale. He doesn't get tied down in vanity metrics."
Drew Hawkins, VP Media Services, Adcetera"The most analytically-minded marketing leader I've worked for, and one of the best managers of my career. He builds teams that can execute, measure, and scale."
Jigna Desai, former direct report, Fidelity Life | eFinancialBased in the Chicago metro area, working with clients anywhere.
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