Across national accounts
At Reason & Friends, I led Brand and Performance Marketing across 14 national accounts in retail, healthcare and automotive while the function grew from five to 35 people.
I have led marketing in agencies and inside consumer businesses
I have led brand and commercial work at an agency, inside consumer businesses and as a founder. Those roles taught me how decisions change when the same person has to answer for the campaign and its commercial result. I am pursuing a senior in-house marketing leadership role where that experience can help a team move from direction to execution.
Strategy has to survive contact with the work
I work as a hands-on manager, setting direction while staying close to the specialists and decisions that turn it into customer-facing work.
Agency range became client-side accountability
Agency work taught me to bring brand, performance and specialist teams together across very different businesses. Client-side and founder roles made the trade-offs immediate, from revenue model and acquisition to customer trust, launch readiness and investor communication.
Inside consumer businesses
At Sybrillo and Shrooly, the work carried direct commercial consequences. I had to connect product, audience, acquisition and customer communication with the choices the business made next.
The projects that shaped how I lead
These projects show the business situations I have worked through, the responsibility I brought to each one and the decisions that moved the work forward.
Shrooly
Consumer hardware and subscriptions · Head of Marketing · 2023–2024
Shrooly needed a repeat-purchase model and a recovery plan for acquisition
Shrooly was moving beyond one-time hardware sales while acquisition performance and customer confidence needed attention. As Head of Marketing, I led the commercial transition across acquisition, lifecycle work and crisis communication.
- Obstacle
- A hardware-led model had to support repeat purchases while the business addressed paid-media performance and shipping-related customer concerns.
- What I brought
- Commercial marketing leadership that connected acquisition, lifecycle and customer communication around the same business decision.
- What I did
- I reallocated media, restructured acquisition and led the communication work that addressed the customer-trust problem.
Blended ROAS moved from approximately 1.14x to 3.4x
Rossmann
Reason & Friends · Retail · Strategic lead · 2019–2023
Rossmann was taking promotions beyond print
Rossmann was shifting promotional communications from printed magazines toward a digital and television model. At Reason & Friends, I was the strategic lead on campaign work that helped make the change visible to customers.
- Obstacle
- A national retailer needed its promotion model to work across new channels while preserving a familiar customer relationship.
- What I brought
- Strategy leadership within a specialist agency team, informed by brand and performance experience across national accounts.
- What I did
- I directed the strategic work for national television campaigns and integrated brand activity with the client and production partners.
Published strategic-lead credit on work for a retailer with an approximately $4M annual marketing budget
Sybrillo
Consumer hardware · Founder and CMO · 2015–2019
Sybrillo took a camera-stabilization idea into 52 countries
I founded Sybrillo around a camera-stabilization problem and led its go-to-market work as the company expanded internationally. The role combined audience building, product commercialization and investor communication.
- Obstacle
- A new consumer hardware product needed demand, operational focus and capital before it could reach an international market.
- What I brought
- Founder-level responsibility for the market story, commercial path and communication with investors and the board.
- What I did
- I led the launch audience and go-to-market work while coordinating investor outreach, reporting and runway planning.
Consumer hardware sold in 52 countries with a 12-person team
I set direction, then stay close to the work
I work as a player-coach. I set commercial and brand direction, make the decisions that need leadership attention and work directly with specialists as the work takes shape. That gives a team a clear brief, visible trade-offs and a practical standard for the finished output.
My agency background made me comfortable working across disciplines. My client-side work made the commercial consequence of every decision impossible to ignore.
I have worked on customer data and digital delivery since 2024
Since 2024, I have been Fractional CMO at ScaleGrove, leading marketing-system and digital-delivery work across current client contexts.
For an international education organization, I worked on customer-data and marketing-system work alongside its 10-person digital team. I have also worked across healthcare education and sports-data contexts.
The role keeps me close to the operating decisions that connect marketing, customer data and digital delivery as I pursue a permanent senior in-house position.
I use AI to keep marketing work connected to evidence and judgment
I designed and built a personal operating system that connects research, production, review and delivery. It makes sources and decision points visible, while a person remains accountable for the final acceptance.
The system gives me one place to inspect sources, outputs, review results and human acceptance decisions before marketing work moves forward.
See the AI operating system →Where I have done the work
The timeline separates documented role time from industry exposure through agency accounts, so it shows the shape of my experience without inflating it.
Agency and client service
Malibee and Reason & Friends, including national account work across retail, healthcare and automotive.
Consumer hardware and subscriptions
Founder and CMO at Sybrillo, followed by Head of Marketing at Shrooly.
International email marketing
Systemax role, shown separately because it overlaps with the earlier client-service period.
Current operating work
Fractional CMO at ScaleGrove, with marketing systems and digital-product work across current client contexts.
I am looking for a senior in-house marketing leadership role
I bring agency range, client-side accountability and hands-on management to marketing teams that need clear direction and practical execution. If that matches a role you are hiring for, I would welcome a conversation.