Redefined how a small faith-based university understood and practiced marketing by introducing a systems-based framework that connected brand, funnel strategy, governance, and execution. The work shifted marketing from ad hoc requests and disconnected tactics into a coherent operating model aligned with institutional values, enrollment goals, and internal capacity.

Improved growth performance and data reliability for a global compliance and testing organization by resolving technical debt, strengthening attribution, and optimizing paid and organic acquisition strategies. The work increased marketing efficiency, restored confidence in performance data, and enabled more disciplined funnel and budget decisions in a regulated, high-stakes environment.

Led the transformation of a small web development firm into a scalable, strategy-led marketing consultancy by formalizing service capabilities, reducing operational friction, and designing systems that enabled a transition to recurring revenue. The initiative repositioned the business from project-based execution to a durable retainer model with predictable margins and clearer client value.

Designed and implemented a product-led SEO strategy that transformed Fabric.com’s dynamically generated category pages from an indexing liability into a scalable organic growth engine. By partnering directly with engineering to automate page-level SEO metadata based on real user intent, the initiative unlocked significant organic visibility and revenue growth without manual content overhead.

Led a global team through a period of sudden operational disruption triggered by COVID by diagnosing performance challenges as capacity and workflow issues rather than individual shortcomings. Reset expectations, reduced friction, and preserved execution quality, retention, and leadership development in a regulated environment.

Led the enterprise replacement of Elekta’s legacy Learning Management System by reframing the initiative as a governance, compliance, and scalability challenge. Designed cross-functional decision structures, aligned regulatory and operational requirements, and delivered a lower-cost, higher-capability learning platform with a sustainable operating model.

Led the strategic redesign of Elekta’s marketing operations ecosystem to remove execution bottlenecks, unify data and attribution across channels, and enable scalable, insight-driven GTM execution in a global, regulated environment. The work transformed marketing from a fragmented execution function into a reliable, system-enabled growth engine.

How do you fix an inherited, persisting strategy issue? In this case study, I detail how I approached the overhaul of software used by all employees and all customers in a regulated industry, ensuring a lasting company-wide strategy that will improve operations for the foreseeable future.

You have all the pieces, but how do you put them together? In this case study, I detail how my team and I approached the implementation of marketing automation principles to greatly improve marketing operations in a global, regulated industry. 

How do you adapt your team to respond to new stressors in an unpredictable environment? The world became an increasingly stressful place during Covid-19. I detail my approaches to simplifying operations while building individual approaches to maintain a high-performing team.