A Marketer With a Low Tolerance for Expensive Bullshit

Marketing has no shortage of confident opinions, shiny dashboards, and new ways to spend money. What it often lacks is someone willing to ask whether any of it is actually working beyond vanity metrics. I’ve spent more than a decade moving between paid media, content, measurement, marketing operations, and team leadership. That range helps me see beyond the most obvious explanation. A rising CPA might be a campaign problem. It might also be a weak offer, tired creative, a broken customer journey, unreliable tracking, or a team without the capacity to execute the plan properly.

My job is to figure out which one, or which combination, it is before you throw more money at the wall hoping something works.

I Ask Annoying Questions for a Living

Why are we investing here? What is this campaign supposed to accomplish? Can we trust the data? Is the creative doing its job? Does anyone actually own the next step? If nobody can answer those questions, starting ads on ChatGPT probably isn’t the answer. I trace results back to their source, make sense of what I find, and help businesses decide what deserves attention first.

Why I’m Qualified

I’ve managed more than $2 million in monthly media, led a $50 million global cooperative media program, and helped generate more than 100,000 enrollments in three months. I’ve also built reporting systems, operating processes, and strategic plans designed to actually make a positive impact on the business.

I also really, really love academia and learning about business and marketing. I hold an MBA and a master’s degree in management and leadership from Western Governors University and graduated from UC Berkeley with highest honors.

I’m based in Reno, Nevada, and work with businesses locally and remotely.