How I Run the Day-to-Day

The Challenge

Direct mail is easy to treat as a one-off cost center: design a postcard, buy a list, mail it, hope it works. The opportunity was to run it like performance media — with offers, segmentation, creative testing, and attribution that prove out its place in the funnel.

What I Own

• The full program: offer strategy, creative direction, list and audience strategy, vendor and print management, budget, and measurement.
• Aligning mail with the broader acquisition funnel so it reinforces digital touchpoints instead of operating in a silo.
• The test-and-learn roadmap that decides what we mail next.

My Approach

• Build clear, compelling offers and match them to the right audience segments.
• Treat creative as a variable to test — formats, hooks, and offers — not a fixed asset.
• Instrument tracking so response and downstream value can be measured against CAC and LTV targets.
• Manage vendors and pacing so drops stay on schedule and on budget.

The Challenge

At scale, creative is the constraint on growth. Audiences fatigue faster than budgets do, so the team has to ship a steady volume of fresh, on-brand concepts — without burning out or drifting off-strategy.

What I Lead

• The creative and video team — setting direction, writing briefs, running review cadence, and prioritizing the pipeline.
• The bridge between performance data and creative: what to make next is driven by what's working.
• A culture where the team gets clear feedback and the freedom to experiment.

My Approach

• Test concepts and hooks first — the big swings — before optimizing colors and copy.
• Keep a healthy volume of fresh creative in the pipeline so winners rotate in before fatigue sets in.
• Pair clear strategic direction with creative autonomy — the combination that produces both quality and velocity.

The Challenge

A growing team loses an enormous amount of time to necessary-but-repetitive work: pulling the same reports, drafting variations, checking that a testimonial is approved. That time should go to thinking, not formatting.

What I Built

• AI agents that automate recurring reporting so analysts start from insight, not a blank sheet.
• Agents that draft on-brand creative and copy from a brief as a fast first draft.
• A testimonial-validation agent that checks approval and attribution before anything ships.
• A recommendations agent that surfaces performance opportunities between reviews.

My Approach

• Target the highest-frequency, most rules-based tasks first — that's where the leverage is.
• Encode brand voice and claims rules as explicit inputs so output is usable, not just fast.
• Keep a human in the loop on anything external — speed with guardrails.
• Measure hours reclaimed so the investment is provable.

The Challenge

More budget exposes every weakness in targeting, creative, and measurement at once. The mandate was to grow spend aggressively while holding — and improving — efficiency targets.

What I Own

• A $25M+ annual media budget across Meta, Google, TikTok, LinkedIn, Reddit, programmatic, and affiliate.
• Full-funnel strategy — awareness through acquisition — with measurement tying every channel to revenue quality.
• Go-to-market for new channels, products, and offers; plus an affiliate channel built from scratch.

My Approach

• Anchor everything to CAC, LTV, CPL, and CPC — with eLTV as the tiebreaker on quality.
• Run full-funnel so added spend opens new demand instead of over-bidding saturated audiences.
• Use forecasting and pacing controls to reallocate fast and keep growth predictable.

The Challenge

OpenAI ads is new territory — no established playbook, and fewer optimization levers than mature channels. The opportunity was to move early, build the foundation, and prove the channel can generate quality leads at a workable cost before competitors show up.

What I Built

• Stood up the account and pixel tracking from scratch and launched in June.
• Structured four campaign types — features, industry, competitor, and FSM.
• Built the bidding approach around a cost-per-click bid cap while the platform's optimization set is still limited.

My Approach

• Launch lean, prove lead quality and cost, then scale spend into what works.
• Segment by feature, industry, competitor, and FSM so messaging maps to intent.
• Stay ready to adopt deeper optimization events as OpenAI ships them — early position on a channel that's only getting more capable.

The Challenge

Without clean conversion and value signals, the ad platforms optimize blind — chasing cheap leads instead of real revenue. And a sales-led path capped how deep in the funnel we could optimize. The goal was to give every channel the data to bid on outcomes, and to open a faster route to purchase.

What I Built

• Conversions API and CRM integrations that pass funnel stages and currency values back to the platforms — unlocking ROAS bidding.
• Pixel implementation across sites, plus landing-page optimization and customization tuned to user journeys.
• The ability to optimize deeper in the funnel — passing back different sales-funnel stages and bidding to the stage that matters.

Highlight — Direct-to-Paywall

• Built a direct-to-paywall path so users can sign up and pay from the site instead of routing through the app.
• Shifted optimization to a purchase event rather than a sales-led-growth path — a cleaner, higher-intent signal.
• Unlocked direct-to-paywall across Google, Meta, and OpenAI — and designed the creative behind it.

The Challenge

Affiliate didn't exist as a channel. The opportunity was to build it from scratch into a predictable, ROI-friendly source of enrollments — recruiting partners, designing offers that compete with Jobber, and wiring up clean tracking and payouts so we only pay for real, quality results.

What I Own

• The full program in PartnerStack — partner outreach, onboarding, and ongoing management, scaled from 0 to 250+ partners.
• Competitive promo offers — built the evergreen "20% off your first 12 months" offer to go head-to-head with Jobber's discounting.
• High-converting landing pages for top-performing offers and partners.
• The payout model — tiered incentives on leads and enrolls, structured to reward quality, not just volume.
• New channel launches — stood up ROKT as a net-new affiliate channel (Hightouch + CRM-pixel integration) and evaluated partners like HVAC-Talk and CFIB.

My Approach

• Treat it like a go-to-market launch — clear offer, clean economics, and tracking before scaling recruitment.
• Anchor payouts to CAC and LTV so every partner-driven enroll stays profitable.
• Recruit in waves, then double down on the partners and offers that actually convert.

The Challenge

Partnerships span very different motions — enterprise distributor relationships like Sherwin-Williams and Watsco on one end, and influencer/creator partnerships on the other. Each needs the right offer, attribution, and creative to actually drive enrollments rather than just goodwill.

What I Support

• Major distributor partnerships — helping operationalize Sherwin-Williams and Watsco programs, including lead routing and partnership attribution.
• Influencer, ambassador & creator partnership ads across TikTok, Meta, and YouTube.
• The TikTok One creator program — sourcing creators to produce authentic, Pro-made ad assets for HCP.
• An influencer pipeline — outreach, content briefs, and vetting creators across platforms.

My Approach

• Match each partner type to the right offer and measurement so contribution is provable.
• Let creators make content in their own voice — authentic Pro-made assets outperform polished brand ads.
• Build repeatable systems (attribution fields, pipelines) so partnerships scale beyond one-off deals.

What I Built & Manage

• Website — designed and built the entire 9arrow.com site from the ground up.
• SEO — full on-page and local SEO to get them found for land-clearing searches.
• Google Business Profile — set up and actively manage their listing for local discovery.
• HubSpot — stood up their CRM to capture, track, and follow up with leads.
• Print & brand collateral — business cards, pricing sheets, sell sheets, and a tri-fold brochure.

The Result

A cohesive brand and a marketing engine that actually produces — including 10 qualified leads generated through the new site and local presence, with HubSpot in place to manage every one. A small, family-owned business now has the same caliber of marketing system as companies many times its size.