My Work
The below represent a few stand-out marketing projects that I've led or directly managed in multiple stages of my marketing career thus far. In some cases I had a team of marketing professionals to help me with the deliverables, and in others, I was a one-man band.
01
Challenge: Reposition a five-product B2B portfolio, launch three new products, and build an account-based marketing program from zero, for buyers who don't engage through standard digital channels.
What made it complex?
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No existing ABM infrastructure; ICP, account prioritization, and persona tracking all had to be built before outreach could start
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Buyers (superintendents, district leaders) with long, multi-stakeholder decision cycles who don't discover or convert through typical search or paid channels
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Five products plus three simultaneous new launches required distinct, audience-specific messaging
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Required close, ongoing alignment with sales to sequence content around where each account actually was in its cycle
Result: 200%+ organic traffic growth from the repositioning, $800K in pipeline from a single field event run end to end, and marketing budget managed to a 4x ROI.
02
Challenge: Build the entire marketing operating system from scratch, including HubSpot and Salesforce integration, lead scoring, attribution, and lifecycle automation, with no existing infrastructure to build on.
What made it complex?
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No prior lead scoring, attribution, or campaign measurement in place to connect marketing activity to pipeline
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Required integrating two major platforms (HubSpot, Salesforce) from the ground up
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Needed to prove impact quickly, with no historical baseline to benchmark against
Result: 800% website traffic growth over 16 months, a 525.9% increase in form submission leads, and a 395.5% improvement in bounce rate (from 73.38% to 14.81%).
03
Challenge: Build a marketing function from zero for a financial consulting firm with no brand, no positioning, and no track record of marketing driving revenue, then prove it could work.
What made it complex?
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Built the entire foundation from scratch: buyer personas, brand and voice guidelines, messaging, and positioning, before any campaign work could start
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Positioned the CEO as an industry thought leader while simultaneously building the marketing function underneath him
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Hired and led a small, agile team to produce content, email marketing, and sales collateral across inbound and outbound channels
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Operated as the company's first real marketing investment, with no prior data or precedent to justify the spend
Result: 115% marketing ROI, with marketing-driven revenue accounting for 18% of total ARR. Grew the contact database 288% and website traffic 11,328.6% through organic marketing, with social engagement up 5,094.24%.
04
Challenge: Take a 50-year-old, word-of-mouth-only institution digital, and turn a break-even, vendor-fee-only operation into a growing, multi-stream revenue business.
What made it complex?
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Built brand, website, and social presence from nothing; no prior digital footprint to build on
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Rewrote outdated vendor rules and regulations through board approval, with no existing structure to fast-track change
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Created two new revenue streams from scratch (branded merchandise, event programming) on top of a single-source, vendor-fee-only model
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Sustained execution over three years, including signage, festival programming, city partnerships, and press relationships, not a single campaign with a defined end date
Result: 50% ARR growth in year one, 150% ARR growth in year two, and 300%+ social following growth, delivering the market's first-ever operating surplus in its 50-year history.
05
Challenge: Design and manage production for a new K-5 literacy curriculum, over 10,000 pages of instructional materials, under a brand-new product identity, from concept to classroom-ready delivery.
What made it complex?
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Owned design across the full suite of classroom materials — posters, desk strips, sight word cards, and more — while managing a 10,000+ page internal production pipeline
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Coordinated delivery across external branding vendors and internal teams with no existing shared process to work from
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Built the tracking system that kept every stakeholder aligned on status, with zero roadblocks despite the scope
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Delivered a brand-new product identity applied consistently across every material, on a fixed deadline with no room to slip
Result: Delivered on schedule and on brand, supporting 10,000+ pages of classroom materials for a curriculum now in active use and generating over $2M in ARR.
06
Challenge: Lead a custom website build for an eco-luxury resort, from mood boards to go-live, with full ecommerce booking capability and zero parent-company branding to build from.
What made it complex?
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Directed a full cross-functional team (copywriters, designers, developers) through custom design and build with no existing brand identity to guide decisions
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Delivered the entire site in two languages, effectively doubling scope across content, design, and QA
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Built ecommerce functionality for stays and excursion bookings, not just an informational site
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Managed active scope creep by tying every new request back to timeline impact, using a Gantt chart to keep milestones and stakeholders aligned
Result: A fully custom, bilingual, ecommerce-enabled website delivered on time, with original branding and illustration created from scratch.
