I have led brands and commercial marketing at agencies, inside consumer businesses and as a startup founder. Those roles taught me how decisions change when the same person has to answer for the campaign and its commercial results. I am pursuing a senior in-house marketing leadership role where that experience can help a team move from direction to execution.
Shrooly
Rossmann
SybrilloAgency experience taught me to bring brand strategy, performance marketing and specialist teams together across very different businesses. Client-side and founder roles made the trade-offs immediate, from revenue model and paid acquisition to customer trust, launch readiness and investor communication.
At Reason & Friends, I led Brand and Performance Marketing across 14 national accounts in retail, healthcare and automotive as the team grew from five to 35 people. I also led a Suzuki influencer campaign that introduced turbo engines to a consumer audience.
At Sybrillo and Shrooly, the role carried direct commercial consequences. I had to connect product, audience, acquisition and customer communication with the choices the business made next.
These projects show the business situations I have faced, the responsibility I brought to each one and the decisions that moved them forward.
Consumer hardware and subscriptions · Brand repositioning, paid acquisition, lifecycle marketing and crisis communication · 2023–2024
Shrooly was moving beyond one-time hardware sales while its brand position, paid acquisition, lifecycle marketing and customer confidence needed attention. As Head of Marketing, I led the commercial transition, brand repositioning and crisis communication strategy.
Blended ROAS moved from approximately 1.14x to 3.4x, and the crisis communication strategy received a Gold Globee Award for crisis communication
Explore the Shrooly case →Reason & Friends · Retail · Brand strategy, TV commercial and integrated campaign · 2019–2023
Rossmann was shifting promotional communications from printed magazines toward a digital and television model. At Reason & Friends, I originated the strategic concept and led the campaign through its television commercial with the client, creative and production partners.
Published strategic-lead credit on a retail campaign with an approximately $4M annual marketing budget
Explore the Rossmann and Suzuki campaigns →Consumer hardware · Product marketing, ecommerce and crowdfunding · 2015–2019
I founded Sybrillo around a camera-stabilization problem and led product marketing, ecommerce launch activity and investor communication as the company expanded internationally.
Consumer hardware sold in 52 countries with a 12-person team
Explore the Sybrillo case →I lead as a player-coach. I set commercial and brand direction, make the decisions that need leadership attention and stay directly involved with specialists as each campaign takes shape. That gives a team a clear brief, visible trade-offs and a practical standard for what reaches the customer.
My agency background made me comfortable working across disciplines. My client-side experience made the commercial consequence of every decision impossible to ignore.
Since 2024, I have been Fractional CMO at ScaleGrove, leading customer-data, marketing-system and digital-delivery initiatives across current client contexts.
For an international education organization, I led customer-data and marketing-system initiatives alongside its 10-person digital team. I have also operated across healthcare education and sports-data contexts.
The role builds on a 14-year career across brand, commercial marketing and digital delivery while keeping me close to the operating decisions that connect marketing, customer data and digital products.
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 a marketing decision moves forward.
See the AI operating system →These are the sectors where I have held direct roles or led national accounts. The dates distinguish direct role time from agency portfolio exposure.
At Reason & Friends, I led Brand and Performance Marketing across 14 national accounts, including Rossmann and Suzuki.
Founder and CMO at Sybrillo, then Head of Marketing at Shrooly, spanning product marketing, ecommerce, paid acquisition and lifecycle marketing.
Systemax role, listed separately because it overlaps with the earlier client-service period.
Fractional CMO at ScaleGrove, leading customer-data, marketing-system and digital-product initiatives across current client contexts.
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.