I help structure marketing.

I’ve led marketing for high-growth startups, complex platforms, and category-defining brands. My approach blends the strategic empathy of product marketing with the operational discipline of performance marketing. I align teams, sharpen narratives, and turn insights into action—because great marketing isn’t just what you say. It’s how you scale.

  • I focus on pipeline over traffic, aligning marketing with sales outcomes, ensuring every campaign is measured by revenue impact.

  • Brand creates demand. I turn the funnel on its side—illuminating the often-overlooked middle and bottom stages where real momentum builds.

  • I’ve reduced cost-per-lead by 50% while doubling lead volume, using more intelligent targeting, refined search, and tailored account-based messaging by cohort and vertical.

What makes product marketing work:

I’ve built product marketing functions from scratch, launched category-defining platforms, and helped organizations move from feature lists to real value propositions. Product marketing earns its place not with output, but with alignment, clarity, and impact.

See my recent talk at the Product Marketing Alliance, Making Product Marketing Essential.

Positioning That Sticks. Messaging That Moves.

  • Standvast Fulfillment

    VICE PRESIDENT MARKETING

    Messaging and GTM for multi-node fulfillment and FBA alternatives

    Result: $130M pipeline opportunities, 45% marketing-sourced

  • Trove Recommerce

    PRODUCT MARKETING DIRECTOR

    Repositioned brand and platform as “Recommerce OS.”

    Result: 4x strategic account growth; 100%+ inbound lead growth

  • Everledger

    HEAD OF MARKETING

    Launched a platform of modular services: Capture, Amplify, and Identify

    Result: 10x user growth; strategic partnerships with SAP and Avery Dennison

From attribution to acceleration:

Great marketing isn’t just about the launch. It’s the system you build to sustain momentum. I create GTM flywheels that align content, channels, and conversion paths across time—not just campaigns. From lead scoring to ABM playbooks to campaign sequencing and reporting cadence, I bring the strategy, systems, and storytelling to help you get there faster.

See Product Launches for examples.

Use case:

Shifting from lead volume to pipeline precision.

How do you stand out when your service is moving boxes?

As the first marketing leader at a fulfillment tech startup, I faced this head-on. The early focus was driving traffic, but traffic isn’t a pipeline. When I came on, my job was to align marketing to revenue, scale what worked, and pivot fast when it didn’t.

I led a strategic shift from volume-based lead generation to precision-targeted campaigns focused on high-value ICPs in our strongest verticals—furniture, auto accessories, and sporting goods. We cut top-of-funnel spend by 25%, reinvested into middle- and bottom-funnel efforts, refined non-brand search, and elevated branded content performance.

Working with a small in-house SDR team and agency partners, I reduced CPL by 50%, doubled lead volume, delivered over 1,400 MQLs in year one, and drove a 3X increase in SQLs. Ultimately, marketing contributed 45% of the total pipeline, including $4–5M in active recurring revenue from inbound.

Contact me:

Interested in working together? Fill out some info, and I’ll be in touch shortly.