I've spent fifteen years in marketing leadership across education, B2B and public-sector technology, healthcare technology, and cybersecurity. Director of Marketing, Director of Digital Marketing, fractional CMO. Seven-figure budgets, small teams, and a lot of building things that didn't exist yet.
The through-line took me years to see. In every organization, I kept finding the same thing: two companies running at once. The one on paper — org chart, CRM, documented process, confident in the board deck. And the one that actually ships the work, held together by spreadsheets, workarounds, and a few people who would be catastrophic to lose.
I learned to make the gap visible without blaming the people working around it. That became the job: diagnose what the organization was actually asking people to do, then build a system that could support it.
What I do now is diagnose the gap, then close it: funnel models where none existed, CRM architecture that encodes how the work actually happens, reporting people trust enough to argue with, websites and campaigns built for the audience rather than the org chart. Marketing strategy and hands-on execution, because at every company I've worked for, the distance between those two things was where the work died.
I'm comfortable leading designers, writers, developers, and agencies—but I also know how to do the work. In 2025, without an internal web-production team, I personally designed, built, and launched six sites across a four-brand education organization. I also modernized three existing school identities by correcting logo geometry, preserving recognition, and developing accessible digital color systems.
Eventually the recurring problems stopped looking unrelated. I organized them into the Revenue Health Matrix and built a diagnostic on top of it — which is the most honest summary of how I work: I don't use templates. I architect them.
I'm in Minneapolis. I have strong opinions about attribution, an unreasonable fondness for a well-built spreadsheet, and a rule about never publishing a number I can't defend.
I also wrote a manifesto about what this work keeps finding — including the parts about being a person while doing it. Read the Revenue Architecture Manifesto ↗