Portfolio
My Approach
Marketing should move the needle on what actually matters to the business.
That's the premise I start from. Not channels, not content calendars, not campaign schedules. Those come later. First, I need to understand what the organization is trying to achieve and where marketing can create real leverage.
Three Core Principles
Business goals before marketing tactics
Every strategy starts with the organization's business objectives. That means having real conversations with leadership about what keeps them up at night, what success looks like for the organization, and where marketing and communications can create the most leverage.
Audience architecture over audience assumptions
Different audiences serve different business functions. I map each audience to a specific outcome and build communications that serve both simultaneously.
Data informs decisions
Analytics should change what you do next, not just document what you did. I track performance to make better decisions, redirect efforts if the current channels aren’t moving the needle, and reinforce those that are.
THIS THINKING IN PRACTICEHow I evaluate every tactic, campaign and piece of content against the business outcomes it’s designed to support.
