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
Paid media had plateaued at roughly $200K in monthly gross revenue, while the business prepared to introduce subscriptions. As Head of Marketing, I shifted the brand from a specialist mycology niche toward everyday consumers who wanted the product without becoming mushroom-pod enthusiasts.
larger addressable market
blended ROAS
Reason & Friends · Retail · Brand strategy, TV commercial and integrated campaign · 2019–2023
Rossmann wanted to leave printed promotional leaflets behind, raise brand awareness and give customers a reason to enjoy the campaign. I created the centaur concept, shaped the hero character, wrote campaign elements and directed point-of-sale design with the agency team.
campaign views
target audience reached
Consumer hardware · Product marketing, ecommerce and crowdfunding · 2015–2019
I founded Sybrillo to make smooth, remotely controlled action-camera footage possible across uses from skiing to watersports. As CMO, I built the story, audience and commercial path for a hardware category that customers had not seen before.
newsletter subscribers
countries reached
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 →Direct roles and national account experience across consumer businesses, retail, automotive and digital services.
Reason & Friends. Brand and performance marketing across 14 national accounts, including Rossmann and Suzuki.
Sybrillo and Shrooly. Product marketing, ecommerce, paid acquisition and lifecycle marketing.
Systemax. Listed separately because the role overlaps with the earlier agency period.
ScaleGrove. Customer data, marketing systems 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.